A key fashion trend for men this spring is inspired by workwear and the great outdoors.
The interesting origins of utility wear
In the 1940’s the United Kingdom introduced the Utility Clothing Scheme, which was essentially a project for rationing clothing materials and labor. The scheme was conceptualized and dedicated to supporting the country’s active role and efforts in the war.
Designs for utility clothing were made by leading fashion designers commissioned by the government and with the focus on the economy of production. The industry was able to produce utility clothing out of garments that were decent, durable, and fashionable. Manufacturers and retailers were initially unhappy as utility clothing was first sold at substantially lower prices than ‘mainstream clothes’.
The public developed a dislike for utility wear at the start. This began to change as they realized that the quality of utility clothing was good and that it had varied styles and colors. The government’s utility scheme officially ended in 1952, a few years after the end of WWII.
So, it seems like next summer it’s all about looking like you're coming out of the apocalypse fighting (which you kind of will be).
The M1 Sports cover
Our sports cover is Linus Verthman’s interpretation of utility wear. Showcasing the typical raw colors and a high functionality design, this case transforms the M-1 collection into perhaps the most unconventional look for a Swiss watch. Made from durable premium rubber, the sports cover is covering the otherwise sleek and clear-cut shapes of the M-1 in a rugged and extremely protective case.
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