Kick Back as Profound Present Their SS20 “So Far, So Good” Collection

Profound steps into introspection as they explore their namesake with the presentation of their SS20 “So Far, So Good” Collection.

For the development of their Spring/Summer 2020 apparel collection, Profound established a narrative thread that sees them attempt to communicate the clash of the current generations social expectations and its acceptable expression of vulnerability. Expressed through a singular character that adopts the familiar role of a first-generation American from an immigrant family, the collection follows a journey through self-identity and spirituality, creating apparel pieces purposed as external reflections of internal emotions. 

An aura of self-expression is certainly a core driving force within the overall direction of each of the collection’s deliveries – characterised as Chapters – with a specific focus on fabrication, dye treatments, the usage of graphic prints, utilitarian finishes, and a well thought out colour palette. Chapter 1 shines the spotlight on the brand’s proficiency with denim, with a series of utility-detailed jackets and jeans two pieces with a range of distressed washes for added layers of depth. There is an emphasis on full looks throughout, with tech-style cargo outerwear matched with full-length pants and shorts, with prints handled in paisley, camouflage, and tie-dye. Artistic flair lends itself to a range of graphics across t-shirt offerings, ranging from flames to typography, and distortion. 

Chapter 2 steps further into the otherworldly through the adoptions of a more saturated colour palette and more extreme washes. Where hooded sweats with graphic prints receive heavy vintage washes, t-shirts are handled in an array of brightly coloured tie-dyes. Arguably, Chapter 2 houses the collections biggest standouts with two-piece denim set with an intense tie-dye effect, alongside a relaxed anorak and denim jean set with a space-age purple colour dye treatment. The final apparel delivery – Chapter 3 – rounds things off with a range of pattern-heavy shirting options, alongside image-blocked hooded sweatshirts, a patterned hoodie and short set, and extends the distinct outerwear component even further. 

While Profound’s Spring/Summer 2020 Collection is statement-heavy, wardrobe essentials in the form of basic tees and stripped back jeans balance the palette. Scroll down to take a closer look at some of the biggest standouts from the Profound SS20 lookbook, and stay up to date with upcoming releases via the brand’s Instagram.