California Stylish: Maxime Cazelles was born in Paris however minimize his tooth in style in Los Angeles the place he spent a decade working with manufacturers equivalent to Concern of God, Buscemi, Diesel and Levi’s.
Now, he’s branched out on his personal with a brand new assortment known as Syera, launching July 17. Its ethos blends out of doors references from California with Parisian-informed design and was impressed by an encounter he had a decade in the past when he spied a gnarled Monterey cypress on a cliff at Massive Sur. A model of that windswept tree turned the brand for Syera.
Cazelles describes it as “a model born from the concept of mixing European refinement with the rugged spirit of the American West. The inspiration got here from noticing that California’s elevated out of doors life-style hadn’t been captured in a manner that felt each genuine and aspirational. I created Syera to fill that house, and I consider it’s on its strategy to turning into the definitive high-end out of doors label.’’
What that interprets into is a group of basic items equivalent to a Western overshirt, gabardine shirts, cashmere polos, jersey T-shirts, fleece sweatshirts, saggy pants, basic caps, silk bandanas and moccasin loafers.
Costs vary from $295 for a three-quarter hoodie to $2,495 for a leather-based overshirt and the gathering is out there on the Syera e-commerce website earlier than being provided to retailers for spring 2026.
A Fleet Ft retailer.
Courtesy of Fleet Ft
Take It to the Observe: FloSports, a worldwide sports activities media firm, has partnered with Tracksmith and Fleet Ft to advertise its protection of the Wanda Diamond League, the most important racing monitor and area racing sequence exterior of the Olympics.
The deal will embody in-store activations and retail exclusives together with watch events in Fleet Ft shops in choose markets and stay broadcasts by Olympian Matthew Centrowitz, who will host The Athlete’s Lounge within the firm’s Chicago retailer on July 19 through the Diamond League’s London occasion. As well as, Fleet Ft prospects will obtain reductions to Tracksmith attire and footwear and prospects of the Boston-based operating model will even be despatched a particular mailer concerning the Diamond League occasions.
“On the core of this distinctive partnership is a shared dedication to serve the runner,” mentioned Matt Taylor, founding father of Tracksmith. “By seamlessly integrating sport, a recent retail expertise and a model touchpoint, our purpose is to create actual worth for our communities to really feel related and impressed via monitor and area.”
Along with the Diamond League, subscribers to FloSports’ monitor platform additionally acquire entry to different monitor and area occasions together with Continental Tour Gold, World Marathon Majors and others.
A preview of the Williams Racing AllSaints collaboration for the 2025 British Grand Prix.
Courtesy Photograph
Talking of the Observe: AllSaints is shifting into excessive gear — the British style model has partnered with the Atlassian Williams Racing Components 1 staff on a multiyear licensing deal. The primary iteration of the partnership is a limited-edition collaboration to commemorate the upcoming 2025 British Grand Prix held in Silverstone, U.Ok., and is the Williams Racing staff’s residence race.
For the gathering, a curated choice of 9 items merges collectively model and efficiency — and faucets into the deep-rooted heritage of the Grove, Oxfordshire-based staff that holds 9 Constructor Championships and 7 Drivers World Championships underneath its belt.
AllSaints drew inspiration from the adrenaline of race day, archival race fits from Williams’ historical past and the signature model model of subdued tones, “rebellious” detailing and leather-based experience. The model mentioned that utilitarian-driven outwear, assertion graphics and off-the-track necessities have been the most important focal factors for the collaboration — with performance and craftsmanship at its core.
This additionally marks a reunion for the 2 U.Ok. corporations. The manufacturers final labored collectively in 2008; AllSaints’ branding was featured on the wing of the Components 1 automobile and noticed Nico Rosberg drive the automobile to 2 podium finishes that season.
