BOATLIFE: CAPSULE ZERO COLLECTION
Boom. Boom. Boom. And so the beat goes on the island of Sheriff & Cherry … There’s colour, print, and a bunch of sun-kissed good-looking people sipping on some strong, ice-cold drinks. And for the first time ever, the islanders are not just wearing their favourite sunglasses. Sheriff & Cherry is a nudist island no more.
The keyword is Boatlife. Inspired by water sports uniforms from the 1984 Los Angeles Olympics and transforming them into a party-ready wardrobe, the brand’s first foray into both swimwear and ready-to-wear comes from an idea that was conceived back in 2010 when the sunglasses line first came out. Sheriff & Cherry was never just an eyewear brand! It was always the idea of a Factor 50 lifestyle that spoke through the pieces with the signature star and anchor emblem.
“Boatlife is a capsule zero collection that’s been mulled over for years, an aesthetic that I’ve cherished since my early days. And now is the right time to splash the world with the colorama Sheriff & Cherry stands for,” says the brand’s founder and creative director Mauro Massarotto.
There’s a definite sense of nostalgia in every single piece. Elements of days gone by, mashed together into a fun, contemporary mix – 1990s baby tees and colour-block terrycloth shorts for girls, print-mix trunks and Olympic ring-hued water polo robes for the guys. Unisex jersey sweatshirts and tees printed and embroidered with nautical symbols become the perfect cover-up for the loud & proud swimwear, breathing in a casual surf spirit into the final look. Classic men’s briefs have been customised through the lens of Sheriff & Cherry, making them the new vibrant summertime staples.
sheriffandcherry.com
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