DAZE S/S’15 Collection: Tongue in Cheek Attitude

At DAZE, they live by an ethic of being serious, without taking things too seriously. The brand strive to produce original high quality type and material, whilst simultaneously adopting an edgy, tongue in cheek attitude in creating their clothing. The S/S’15 collection consists of unique tees, with sweet slogans on the front, along the lines of ‘Stay Weird’, ’90s Kid’ and so on.

The S/S’15 collection also contains accessories, from stylish rucksacks to edgy looking caps. DAZE aim to strike a chord with boys and girls who are familiar with urban life, who are both bold and fun, and who get the subtleties of street culture. The S/S’15 collection is for people who like to be different, who don’t follow trends, they want to stand out but look cool at the same time. 

Boys and girls who are most active during those hours that run somewhere between night and day, and who are in the know about what it feels like to fall somewhere between a state of alert and a state of daze. Their S/S’15 lookbook was shot at a seaside – each photo represents Daze’s S/S’15 collection through the gritty British culture and has that nostalgic vibe, when days were spent on the sands as a young child. 

Edith Zamora

Click here to visit the DAZE website.