A new brand to keep in your radar with us is The Incorporated, founded by Mark McGinnis. Accepting the award for Highsnobiety Crowns in 2016, McGinnis cemented his strong influence in the fashion game, using it to explore his artistic influences and DIY-aesthetic. As a young label based in Seattle, the brand has a finesse to its approach in reinventing casual everyday pieces with details such as hand-painting, prints and loud political statements.

Collection 3: THE TYPE BEAT

The Fall/Winter 2017 collection explores the “TYPE BEAT” syndrome which is often “found in young men and women creating art, media and content and sharing it online”. An example that The Incorporated raised is the common posting of music by YouTube producers, e.g. “TRAVIS $COTT TYPE BEAT”, to gain higher search rates as well as categorising their sounds to the likes of the popular artist the track takes inspiration from. McGinnis looks deeper into the trend where young people attempt to “mold their personal image directly off of popular personalities”. No more are we in a time where subcultures are truly distinct and unique. Rather, we are in a world where groups intersect one another; whether it be skaters, musicians, artists, rappers, the whole is “known as 'The Youth' whose primary interest is in 'The Culture' above all things”. 

Check out some of what’s to come in the lookbook by The Incorporated below. Available online from November 2nd.

the whole is known as "The Youth" whose primary interest is in “The Culture” above all things