For its latest campaign, Salomon Sportstyle is looking to London’s position as a global trendsetter, where the underground becomes mainstream led by forward-thinking tastemakers.
The Salomon XT-6 is a silhouette that has surged in popularity, aided by the capital’s stylish set who began to adopt practical, outdoor-rooted clothing into their wardrobe, later blossoming into the mainstream gorp-core trend.
Two pioneers of the trend are Tyrone and MJ Estrella, who are widely credited as being one of the first to popularise the XT-6 style amongst London’s style tribes. Originally from the Philippines, the Estrella brothers are mad for West Ham and fly the flag for East London. Tyrone works at Brick Lane’s 194 Local, a culture-defining vintage store favoured by the UK capital’s cool kids, fashion designers and world-famous supermodels. The brand’s vintage campaigns are mainstays on gorpy mood boards and continue to shape trends seen on the street.
From fashion hubs like Soho and Shoreditch to their home borough of Newham, the two brothers have integrated Salomon into their everyday wardrobe, something captured in the brand’s latest campaign, shot by Louis Bever.
The versatility of the XT-6 is spotlighted as we see the sneaker worn with relaxed sweatpants and loose-fitting trousers inside the Estrella brothers’ home, a warm domestic setting that Bever handles so well with his DIY portrait photography style. Later, we see the brothers donning outdoor gear in a city park, juxtaposing a pocket of nature against the chaos of London, highlighting the trendsetting outdoor styles the two brothers have pioneered.
Salomon Sportstyle’s latest campaign reflects the outdoor-rooted brand’s stylish standing, which has been further established through collaborations with Palace, Maison Margiela and The Broken Arm. Its fashionable footing results from a blend of aesthetic properties focused on practicality, a recipe which has garnered an authentic following from the cool crowd to the mainstream.
More on Culted