THE CUSTOMER The static/quo customer is imagined to be a young boy or girl between the ages of 7 to 12, named Rowan. Rowan is the oldest child of a small family, consisting of his or her mother and father, and one to two younger siblings. They live in a spacious suburban family home in an affluent neighbourhood like West Vancouver’s Chelsea Park.

Rowan attends private school, where he or she participates in various teams and clubs, such as soccer and debate. It is expected that Rowan and his or her siblings will all finish elementary and secondary school at a private institution, and go on to complete some form of post-secondary – preferably, at least a bachelor’s degree. 

Rowan believes strongly in collaboration instead of competition, and wanted to be autonomous from an early age. He or she is encouraged to be well-rounded in activities, skills, and knowledge, and therefore is quite involved in his or her school environment and local community.

Children like Rowan were born into technology, as opposed to his or her parents, who grew up watching technology evolve. Therefore, Rowan has been able to access trends and information from a young age, and may already be engaging in social media. Rowan finds his or her aspirational lifestyle goals in social media influencers on websites and apps like YouTube and Instagram.

THE FAMILY Rowan’s parents both have at least a bachelor’s degree and work in business and/or finance, making a collective household income of approximately $160,000 to $200,000. They are on the cusp of Generation X and Generation Y, and had their children relatively later in life compared to their parents’ generation.

They have rewarding jobs, but are more family-oriented than career-focused, and invest time and money into providing their children with a comfortable and nurturing lifestyle. They encourage their children to think independently and empathetically, and allow them to have equal say in family decisions.

BELIEFS & VALUES Rowan’s parents are more style-conscious than the previous generation of parents, due to the abundance of aspirational brands and people on the Internet and social media. However, they still prioritize fit and function over visual appeal, beliefs that they instill in their children. Since they have the money, they are willing to pay more for locally-produced products over established international brands.

They are less concerned with brand name and designer labels, and are more interested in companies that promote similar values and ideals. Rowan’s parents are starting to find the lack of diverse choices in the childrenswear market frustrating, especially with gendered colours and motifs that can affect their child’s self-perception. 

Kids like Rowan are becoming more outspoken about what they like and what they don’t like, as they dislike the restrictive feeling of clothes like jeans and shirts, and the gender-typical ideas of blue for boys versus pink for girls. Parents of Rowan’s generation are particularly empathetic, and will want to take their child’s frustrations and needs into consideration when they shop together.

Since Rowan is taught to be independent and self-sufficient when possible, he or she receives an allowance, or may even have his or her own debit card. Rowan’s parents can have some control without dictating every single purchase, and can teach their children financial responsibility.

static (adj.):
1. pertaining to or characterized by a fixed or stationary condition
2. showing little or no change
3. lacking movement, development, or vitality
4. referring to a condition of social life bound by tradition

status quo (noun):
1. the existing state or condition

static/quo (brand name):
1. providing clothes for the new generation
2. empowering kids to do good and to do well
3. encouraging children to challenge expectations and traditions
4. teaching kids that change and development are important
5. reminding children they are unique individuals

THE MISSION: to provide young boys and girls with comfortable, yet stylish and luxurious casualwear inspired by modern street style and athleisure, free of gender-typical labels

THE VISION: to encourage children to dress outside of the box and find clothes true to their own identity, regardless of the roles expected of them

For A/W 2017/2018, static/quo looks to the 80s and 90s, with intentions of reinterpreting the most nostalgic decades. We take cues from the shows Saved by the Bell and The Wonder Years, and the 80s-inspired art of Yoko Honda. There’s a mix of classic neutrals and vibrant hues, varsity details and athletic styling, from colourblocked stripes to modern patchwork. Fabrics consist of soft, yet sturdy knits, to provide gentle structure and ease of movement for relaxed, oversized silhouettes. This season, parents can make connections with their children through the reimagination of the clothes that they grew up in.

Runway and behind-the-scenes photos courtesy of Aplauso Studios, Felix Lee Photography, Perspective Eye, and Christopher Pike.