UTILITY EXTREMES

Towards the end of the end of the Second World War in 1941 when raw materials (cloth, wool, leather etc.) for clothing were to be sustained and were scarcely available, the British government introduced Utility Clothing to benefit and aid the public. Many of the skilled labourers had left to fight so it was vital for clothing manufacturers to become more efficient in their trade. The government was battling increasing clothing prices so it was crucial for the civilian population to be able to afford clothing that remained at a reasonable price and acceptable quality. At first, Utility clothing was not well received and there was a great deal of hostility from the general public towards the scheme. To appeal to the public, the clothing was generally hard wearing, of good quality and varied in style and colour; when the clothing eventually reached the shops, the public were pleasantly surprised to discover that they could genuinely wear Utility clothing

Today’s consumer is constantly on the hunt for practical, well-designed clothing that allows them to look stylish while carrying out daily activities. Brands such as COS, Acne and Punkt are becoming increasingly popular amidst the rise of a desire for clean cut Scandinavian- looking clothing. Between the rise of this appetite, wider acceptance of individuality and the ever increasing rise of the technological world, the utilitarian aesthetic had made a come back.

The Utility trend serves as a form of genderless dressing; the ultimate unisex look that allows any person to combine hard wearing fashion at a low cost with a luxury design look. Androgynous shapes and uniform styling produce key looks that include clean-cut overcoats, relaxed suits, refined casual wear and luxe jumpsuits. The general colour palette includes shades of black, grey, navy and khaki applied to functional fabrics.