President’s SS20 Collection Is All About Understated Surf Culture Inspiration

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Brand: President’s

Season: Spring/Summer 2020

Key Pieces: The hand-drawn trench coat and sweater are truly one of a kind and excellent, simple pieces to add to any wardrobe.

Release Date: Early 2020

Buy: Shop the current collection at MR PORTER, Nordstrom and Matches Fashion

Editor’s Note: Unveiled at Pitti Uomo 96, President’s Spring/Summer 2020 collection takes inspiration from surf culture—although you probably wouldn’t assume that from browsing through the lookbook. Brand founder and CEO Guido Biondi shared with Highsnobiety that President’s “tried to get inspired by the soul of surfing. Just waiting in the water for waves; hearing the sound of the sea. It’s just like meditation. We tried to follow this feeling with the SS20 collection.”

Using Japanese fabrics, printed silk, Loro Piana wool and Solbiata linen, the Italian brand crafts a seasonal collection that is pure understated elegance.

As always, each piece is made in Tuscany, Italy using local knowledge and craftsmanship techniques that have been passed down for generations. Biondi explains that Tuscany is special in the world of manufacturing because it’s one of the few cities in the world where you can “understand the work behind the product just by walking around Florence.” Furthermore, he explains that President’s purposefully avoids fashion trends and instead “creates classic garments that can be worn season after season.”

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