The avant-garde Chinese streetwear brand 7440.37.1 is named after the accession number of argon, a kind of inert gas. “Inert” has become an ideology. The brand aims at getting inspiration from our daily life and transferring it into clothing design. Color, tailoring and fabric is the only media for 7440.37.1. Different from other streetwear brands, the brand centers fabrics and crafts around the topic of microorganisms.
The latest A/W 21/22 collection of 7440.37.1 was titled NO.7440 and centered around “New Series, No Definitions”. With no extra definitions, the lines, structures, colorways and visual effects of this collection were all transformed from emotions. The disorderly presentation accentuated the details and created a brand new chapter. Variable shirts, utility jackets, suit jackets and trousers were shown in this season.
The irregular color blocking of this season divides clothing structure into different shapes to form a new visual image and layered effect. Different colors are used to form a strong linear effect. This disorderly styling perfectly presents the theme of this season.
The stitches in this new collection form a novel visual effect. Fake and real structures are mixed together, and the color conflict brought by black and white enriches the general layers. A harmonious yet messy prettiness is presented.
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