#WattsWhat: this SS16 season, I’ll be wearing…

Finally the sun has returned from winter hibernation so I was off to shop for the new season’s wardrobe this week and, even more importantly, new summer holiday attire. Given that we here in the UK have not had outstanding or memorable summer sunshine for a number of years, it would seem that retail menswear buyers have forgotten that we do actually have a summer season, if the SS16 collections are anything to go by.

There would appear to be a death of black, navy, grey and white. White and navy can work for Spring/Summer as well, but essentially it’s just the same dark colour palette that risk-averse buyers adopt for the Autumn/Winter season. The difference being that fabric weights are somewhat lighter. Thus it became a challenge for me to search out and find colour and print for my Spring wardrobe.

I discussed this with a sales chap at one British designer label when I pointed out that the only item of colour in the entire SS16 collection was a cobalt blue bomber jacket and that everything else fell into the aforementioned colour spectrum. I pointed out that if the weather turned more sunny and bright that customers would not feel inspired to buy the same look that they have worn for the past six months!

He didn’t disagree but qualified that the designers and merchandises are playing it safe, given past weather patterns. I suggested that playing it safe could kill their business and that they should do the very opposite and inject some colour, print and fun into the collection, which might entice weather-weary Londoners to shop. There are many other retailers who might take a lesson from this.

So in the above gallery are a few of my picks for SS16…