Nautica waves the flag with their latest vintage-inspired collection…
Few brands capture our coastal lifestyle as well as American sportswear giant Nautica. Founded in 1983, the label was created by David Chu – a Taiwanese-born New Yorker with an affinity for the sea and a knack for sketching functional clothes. His original Nautica collection consisted of six sailing jackets, though the oeuvre quickly grew to include sportswear staples like polos, rugby shirts, tracksuits and windbreakers. Alongside the likes of Perry Ellis, Tommy Hilfiger and Polo Ralph Lauren, Nautica was part of a wave of preppy labels that dominated the decade.
In the 1990s, New York City’s thriving hip-hop scene sparked Nautica’s long association with the music industry. Soon, Nautica pieces became as vital to streetwear as Kangol bucket hats and Timbalands. By the turn of the 21st century, Nautica was a billion-dollar company, boasting hundreds of points of sale across the globe and staging large shows each season at New York Fashion Week. Nautica campaigns became suitably grander too, often casting the top male supermodels of the day like Brad Kroenig and Sean O’Pry. The brand even signed up a pre-fame Channing Tatum to front a jeans campaign.After a quiet few years, the company made waves in 2017 when they announced the appointment of rapper Lil Yachty as a creative director – a nod to decades of support from the hip hop community. Yachty was already a fan of the brand’s vintage pieces and had even referenced Nautica in his lyrics. The much-hyped collaboration included a collection for Urban Outfitters and multiple capsule collections. Crucially, the partnership helped Nautica become part of the streetwear conversation again.
Currently, the most sought-after designs from Nautica come by way of the company’s Japanese licencee. The Nautica Japan label has grown to become a cult favourite among sneakerheads thanks to heavy coverage on streetwear websites like Highsnobiety. Produced by star-stylist Akio Hasegawa, the designs are oversized and have a distinctly heritage look. Aussie fans of Nautica Japan are in for a treat, as Nautica Australia has now become the first and only western market to sell the collection outside Japan.
Ventures like Nautica Japan are all part of a region-based strategy to localise the designs created by the company’s American HQ. Proving its truly global outlook, Nautica now licences and produces different collections for various markets globally. For the Australian market, the brand has just unveiled the Nautica Yacht Club collection, offering vintage-inspired styles that fit our outdoorsy way of life. In many respects, the Nautica Yacht Club collection is a full circle moment. Now on the cusp of its 40th anniversary, Nautica has combed the archives to update some of their most sought-after vintage pieces for a new generation.
Speaking of which, have you ever noticed how vintage clothing often feels heavier than something you bought recently? To maximise profits in the fast-paced fashion industry, brands are producing increasingly lighter and less durable clothing. On the contrary, the Nautica Yacht Club pieces feel gloriously weighty, using thick cottons and durable synthetics to withstand sun and saltwater. “We’ve gone to great lengths to make sure the fits and quality are as good as our ’80s and ’90s classics,” the brand tells us in a statement.
“Our clothes are some the best on the market because we use thick and heavy fabric just like in the good old days.” The timing couldn’t be better, with American sportswear labels entering a new era of relevancy buoyed by Gen Zers discovering preppy clothing for the first time. And unlike those hard-to-find vintage pieces you have to hunt down on Etsy and Depop, the Nautica Yacht Club collection is here today and available to all.
Shop the Nautica Yacht Club Collection at nautica.com.au, The Iconic, David Jones, General Pants, Universal Store and JD Sports
By REILLY SULLIVAN
For the full article grab the March 2023 issue of MAXIM Australia from newsagents and convenience locations. Subscribe here.
