we ventured to lake como for our biggest drop yet - drop:three of our spring:summer '24 collection
What have we here? Arguably our best shoot to date, we went to Lake Como in Lombardy, Northern Italy for part two of our italian:summer.
When we were designing the clothes we knew that our italian:summer drop was our most detailed collection yet so we needed a backdrop to match our ambition. Italy was a natural progression from here and so we leant on traditional italian clothing cues for our design process.
It's definitely our most ambitious shoot to date and we couldn't be happier with how it turned out.
We hope you enjoy the images as much as we do.
For this drop, our focus was on laid-back Italian styling which led us to iterate on our shirting from last year. Nearly a year ago now, we launched one of our most popular products to date, our long-sleeved oxford shirt with red script logo embroidery tucked just behind the pocket. This brand detailing was a shared favourite and it felt only right to take it further this year with different materials and shapes.
For our italian:summer capsule, we concentrated on the resort shirt fit, perfect for summer.
You have not one but four options for this style: two in a stripey, almost silky fit and two in paper-touch cotton poplin with branded snap buttons.
Both can be styled effortlessly either over a vest or t-shirt or simply open by themselve for that full summer look. It’s the first time we’ve used paper-touch cotton, and there’s something almost romantic about the material, like it’s designed for Italian summers.
We’re super chuffed with these - both the material and the fit have levelled up. They hang great, feel great and obviously look sharp.
With our laidback italian shirting theme continuing, we looked back to traditions to focus on details. We’ve got a new style launching in three colourways that we call the whipstitch shirt.
The crepe viscose fabric was inspired by traditional Italian tablecloths and curtains from the Riviera with the stitch detailing around the hems coming from traditional blanket weaving techniques. It’s a meeting of minds across Europe, but it felt right to focus on details for this shirt. Pulling it together felt like creating something from the Ralph archives.
A statement piece or a more chilled set, do what you like with it.
Another ode to last year, these diamond knit open neck polos are something we openly sampled last year. They were so good we had to keep save them for now.
The perfect crop and not too wide in order to allow the garment to be tucked in or hang lose for a more relaxed look.
These launch in oat and black and if they're anything like the knitted shirts from last year - they'll be gone in a minute.
Working alongside our community, sometimes through Discord and also with our latest customer survey, allows us to make things for our customers.
One of the most requested items was for a fitted version of our classic tees with more subtle branding. So we of course, have delivered with our new fitted tee in both oat and black with subtle single-needle embroidery on the sleeve.
These are a lot thinnner than our usual tees, with the ribbed fabric giving that comfortable vest/undershirt feel. It’s a new silhouette for us, perfect for summer and evidently for Gus really takes it to the next level in Italy.
We really like working together with our community during the design process, and hopefully, you’ll be able to buy into something that you helped create.
One of our favourite pieces from this season is our stacked logo cropped vest. This year, for the first time, we're beginning to establish a core line - products that are in stock from the start of the season right to the end. We hear you loud and clear when you say you want more availability; we're working on it.
The stacked vest is made from our ribbed cotton jersey and we've made these a little more fitted than usual for a closer fit.
A revised and updated version of our bestelling cropped trouser makes it's return as version 3 this drop. We never stop iterating and fixing, so three years in it's nice that we're on the third generation of a trouser.
These are made from the same material as our pleated trousers, and now have a revised waistband for extra comfort. They're now more relaxed and perfect for the to day to day.
Rounding out this drop are of course some seasonal updates to our tees taking reference from Lake Como.
Our exclusive seasonal tee from drop:three, appropriately titled the "Lago" tee takes cues from the font used on infamous boats used on Lake Como.
They are on our bestselling "Josef" fit and come in three colourways: Navy, Sky Blue and Oat.
Following the success of drop:two's graphic cycling tee. Our "Aquarama" tee features a hand-drawn graphic of the vintage 70's boats used on the Lake.
These are once again a limited edition members:exclusive and are on the more traditional "Gio" fit.
Seasonal tees have become something of an accidental success for us - we’ve realised that our community likes to wear very small releases to feel part of the shoot.
They’ll never be restocked and are one of a kind. So watch out as we hope to take this concept even further next year.
And yes, these sunglasses do keep cropping up in our shoots. And yes, they are a:b sunglasses.
And yes, they're launching very soon.
