Sweater’s rise to power

Sweater's rise to power 2

The tiger’s roar

Let’s start with Kenzo, `the first roaring tiger` for hem sweatshirts.

It’s easy to find images of Kenzo the tiger on the streets of New York, London, Milan,…

“There was a lot of resistance (internally) because they said, “We don’t make sweatshirts.

After a tense two-hour meeting, Humberto Leon and Carol Lim emerged victorious.

The next fashion brand to choose sweatshirts is Balenciaga.

However, just a few months later, The Cut itself took Street Style photos with the appearance of those `stupid cartoon-print puffy sweatshirts`.

Sweater's rise to power

Egyptopunk images stand out in the Balenciaga Fall-Winter 2012 collection for women

Sweater's rise to power
Sweater's rise to power

The sweatshirt that The Cut criticized quickly became a `phenomenon` of street fashion

Sweater's rise to power

As if to increase the heat, in December 2012, Givenchy launched sweatshirts with the image of the Virgin Mary (Madonna) in the Spring-Summer 2013 men’s collection. Givenchy is already famous for its religiously influenced graphics.

Givenchy’s Madonna sweatshirts do not appear on the streets like Kenzo’s Tiger shirts or Balenciaga’s Egyptofunk sweatshirts.

Sweater's rise to power

Pullover sweatshirt designs in the Givenchy Spring Summer 2013 collection for men

Givenchy’s Madonna sweatshirt

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