Très Rasché did a 360º turn to convey a new message in a traditionally male market. Created by Madisen Sowers, the brand has managed to expand the clichés of streetwear, opening up the door to allow anyone to contribute with her vision, which starts from her work as stylist and designer all the way through her DJ facet, an experience that cannot be separated from Trés Raché.
Grown in Los Angeles (cradle of streetwear for its relationship with surf, skateboard and punk), but grown professionally in London and Paris, Sowers is committed to creating those clothes that women look for in the men's section, providing a feminine insight on male silhouettes. The 50/50 pants, some of Très Raché's best-sellers, are built on the model of men's work pants; Sowers herself had fantasized about the possibility of remaining hidden behind her brand -after all, who cared if those clothes had been designed by a man or a woman? Was the origin or meaning that consumers gave to the product really that important?
Streetwear has often been nurtured by groups of men with shared interests and dreams, and today it can finally open up to new perspectives. A world in which references to design and music, to street and chic, to male and female, are mixed together rather than compared.
A duality that Reebok decides to playing with by confronting lights and shadows. The classic look of the Club C, in the black and white versions, with the tiny TR logos, is completely renewed thanks to 3M technology: reflective details that transform a classic model into an occasion to shine.
