Won Hundred

The backlash to the eccentricity and impracticality of the high fashion industry is not what could be called unprecedented. Every now and then, we stick their fingers up to the catwalks, making t-shirts, parkas and the 'I woke up like this' look fashionable once more (Thank you Beyonce). What came back around in about 2010, and has now firmly made its mark in the fashion week street style blogs of this year, earning itself a place in the fashionista's lexicon, is the 'Normcore' trend. This is simply a trend based on looking as unpretentious, average, and bland as possible. Making little-to-no effort is cool, and this is where Danish fashion comes into its own. The Northern Europeans are masters at effortless-awesomeness, and Won Hundred is no exception whilst simultaneously being exceptional.

"We have a dream of creating clothes that enforces the personality of the person who wears it, as opposed to dictating an invented identity. We want the personality of the user to transcend through Won Hundred's designs. This way every piece becomes unique."

New for Fall:New Collection Leather Jacket 2014 Apparel 

What do you think about 'Normcore'? Impressive or unimaginative?

Cheers guys,

O&U.

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