In a recent interview, BALR tells us. Co-founder Demy de Zeeuw talks about the inspiration behind the brand’s latest SS24 collection. Driven by the luxurious lifestyle of professional footballers, this collection explores the synergy between sport and fashion. De Zeeuw explains how the collection embodies the brand essence, bridging the gap between sporty high performance and fashionable elegance, thereby setting the standard for lifestyle fashion.
Can you tell us about the inspiration behind BALR’s new SS24 collection. tell?
With the SS24 collection we return to the authentic core of the brand. This collection is inspired by the lifestyle of professional footballers and is based on three key moments in a player’s life. The Athletics line offers support in the gym, followed by more comfortable clothing for travel or relaxation. With our XI line, we introduce sophisticated garments that are ideal for dinner or parties.
How would you describe the theme of the collection?
The SS24 collection’s striking theme, ‘The Game of the Gods’, is an ode to the mythical status of football and the stars on the pitch. Our collections reflect this myth and that is also the reason why we shot the campaign with Dennis Bergkamp, undoubtedly one of the most legendary football players of all time.
What new features can we expect in the collection compared to previous collections?
Thanks to our newly formed design team, we have created a sophisticated, balanced collection with a new look at functionality and quality in detail. For us, functionality goes beyond outerwear and micro-stretch ripstop fabrics, it’s more about the fact that we create smart looks that are as comfortable as a tracksuit.
BALR. is known for its unique approach to fashion and lifestyle. How does the new collection reflect this philosophy?
BALR. has always reflected the lifestyle of a footballer, a unique approach in the world of fashion and lifestyle. Football is the biggest sport in the world, and millions of young people around the world dream and admire the lives of their heroes. However, there are only a handful of brands that play a role in the fashion world in this area. Over the last few years it has become clear that football and fashion are inextricably linked and I think we have captured this brilliantly in the SS24 collection.
Can you highlight a particular item of clothing and tell us what makes it so special?
The piece that really stands out is the “The Game of the Gods” bomber jacket. The bomber jacket is truly a timeless jacket and this version with “The Game of the Gods” print on the back is my favorite. The combination of the print with the raised embroidery gives this piece a strong look.
How important is BALR. the topic of sustainability, and how is this aspect integrated into the collections?
Sustainability plays an important role in our design process. That’s why we invest in developing products that have a long service life. Buy less, but better. We also want to make a contribution to sustainability in our shipping processes. An example of this is replacing our shipping boxes with a reversible carrier bag that you can simply continue to use.
What does the creative process look like when putting together a new collection like the current SS24 collection?
Our creative process is very broad, ranging from brainstorming sessions to city trips to exploring social media. Working with our team, we determine the main direction and sub-themes on which we then build the line plan and the entire collection.
How do you think the new collection will influence current fashion trends?
Our goal is not necessarily to influence them, which only a limited number of brands can do. Our fashion trends are inspired by the lifestyle of football players. They are the ones who define and spread these trends. They sit front row at major fashion shows and are today’s leading fashion influencers.
Finally, what feeling or experience do you hope for those who wear the new collection?
I hope that someone who wears BALR. clothing can experience a part of the “Life of a BALR.”