Today we’re wearing… lifetime collective

von Michael Rothleutner

It may just be an inexplicable passion for buffalo plaid, but the staff here at proud fell for the looks from Vancouver based brand’s upcoming Fall/Winter 2011 collection. The lifestyle images that punctuate the lookbook set the mood for their season, tonally warm and luxuriously relaxed. The dramatic contrast of light and shadow mixed with the models’ downcast gazes highlights the introspective and perhaps brooding nature of the collection.

This ever-expanding brand has humble roots. In 2002 the team of Reid Stewart and buddy Trevor Fleming established Lifetime as a DIY t-shirt business operated out of their basement. Today the company continues to promote the passion and creativity of the artists and ‘free thinkers’ from whom they have drawn their inspiration. But make no mistake; fashion is not sacrificed in their noble mission. Lifetime themselves state, “If you’re going to try and make some change in this world, it doesn’t hurt to look good too.”

The ‘CHANCES’ cropped flannel shirt in its exploded check pattern has been every girl’s favorite. The ‘INTERNET CONNECTION’ jacket with its industrial metal closures and ‘ROCHELLE’ oil canvas parka stand out as rugged and masculine inspired outwear that take on a very feminine sexiness when styled with the mélange knit ‘SWOON DRESS’ and the brand’s pretty offerings of patterned and colorful tights.

These looks taken from Lifetime’s diverse selection of men’s woven and knit tops were among my personal favorites.

Much love,

Your proud staff


Michael Rothleutner

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