"Worst Days of Our Lives"
British brand Hi-Tec has stayed true to who they are with their Autumn/Winter 2018 collection. Fuelled by irony and nostalgia, the campaign celebrates the launch of their sportswear collection, which takes us back in time to their 70s and 80s archives.
Hi-Tec has seen a massive jump in popularity with trends such as ugly trainers and dad shoes being significant in fashion today. Formally uncool, the label homes in on parallels on the social outcasts of school days – kids that didn’t have the popularity then, but are now today’s models and influencers.
Hi-Tec’s Autumn/Winter 2018 collection reflects this idea in a way that shows they are proud of being who they are. How by embracing your imperfections and being yourself always pays off in the end.
This collection will be available towards the end of August.