Lucy Drenon

In 2007, for the first time in history, 50% of the global population lived in cities. This movement of people is forecast to continue and intensify; it is predicted that by 2050, 75% of the world’s population will live in a city.
The purpose of outdoor performance wear is changing, with consumers adopting outdoor products for urban use. URBANITE is a capsule collection of outerwear that takes the urban dweller from A to B within the city landscape, responding to the diverse experience of the commute.
URBANITE takes influence from the vision of cities in the year 2050, with the introduction of the bio-architecture phenomena. Future urban planning and architectural design will see our cities becoming smart and cultivate a healthier and sustainable lifestyle. Structures will be designed to be multi-functional and have a positive energy output, with their aesthetics inspired by natural forms. Cities will strive to be energy efficient and spacially economical, whilst bringing greenery back into the urban landscape.
URBANITE’s collection takes inspiration from contemporary architecture to create structured silhouettes and layered forms. An earthy colour palette ensures a vision of nature is conveyed, whilst the use of natural fibres promotes sustainable living. Design features provide ventilation and effective storage solutions, responding to the needs of the urban dweller.