Technoculture Oligo Press
SHOOP
Review
Multiculturalism courses through the veins of SHOOP, a brand that channels the mercurial milieu of their original homebase in Spain, where they established an identity built on a reinterpretation of diverse influences with a classic elegance and attention to contemporary detail. After nearly a decade in Spain, the brand relocated to Japan earlier this year, announcing their arrival with a S/S 2024 collection that thematically explored their new home in Tokyo.
In terms of first impressions, SHOOP’s latest chapter opened on a surprisingly clean and light note. While staying true to their signature flair for tech fabric, tailoring, and streetwear, the collection demonstrated a pared down restraint, presumably reflecting the minimalistic mood of their new home. Moreover, the brand’s monochromatic palette of whites, blacks, and grays was punctuated this season by a striking lime green—an homage to the duality of this unique megalopolis, a complex ecosystem of cold concrete jungle and verdant nature, where old coexists with new.
Perhaps this season might be summed up as a study in balance. Sheer lamé and healthy skin-baring cut-outs offered a subtle on-trend counterpoint to the overall minimalistic mood, alongside bold botanical prints that added a dynamic accent to denim and hoodies. Skintight head coverings, tied under the chin with two long strings, were another standout, reportedly inspired by the birth of the designers’ infant daughter.
In a celebration of a new life in a new land, SHOOP’s S/S 2024 collection is a reminder that home is where the heart is, even amid the sterile Tokyo streets.
