Apparently once considered a youth-oriented brand, Sixpack as we like to call it for short, was established in the late 90ʼs graffiti scene. But if youʼre like me (I donʼt know if that means an American, simply non-French, or just a guy) then Sixpack France is brand new to you.
I became familiar with the brand after flipping through an old edition of the Bread & Butter tradeshow brand bible, but what Iʼve seen for Spring/Summer 2011 looks pretty exciting.
The title ʻDust to Dust,ʼ is perhaps a simple reference to a rebirth into the post-youth brand identity they looking to establish. But the collection still holds onto the brandʼs spirit and vibrancy that they have coined as ʻneo-childish.ʼ This character is clearly expressed in crisp button-down shirts paired with colorful flat-front shorts and pants, a collection of cardigans and sweater vests, and more clever graphic t-shirts than you could shake a stick at.
The entire assortment has a tailored, clean, fresh vibe that isnʼt the least bit stuffy or taking itself too seriously. Any guy would be comfortable in the casual basics infused with Sixpackʼs playful attitude. The website provides access to their current collection, which also includes a great assortment of jackets featuring unique detailing and a patterned sweatshirt that I might not be able to live without.
Michael Rothleutner
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