Summer: hair gets lighter. Skin gets darker. Water gets warmer. Drinks get colder. Music gets louder. Nights get longer. Life gets better

Those are just some of the reasons why most people spend about eight or nine months out of the year just looking forward to the other three months.

In addition to that, summer fashion and cute outfits come out in full force. But the very best part about summer – even better than the sun, music, cute outfits, beaches and so on – is the change in your attitude. To put it differently, in the summer time it seems as though everyone throws all their cares away, and gets rid of all the fucks they used to give. Fucks previously given to what others might think. Fucks previously given to responsibilities. Fucks previously given to what you should or shouldn’t be doing.

For us, this act of letting go and throwing all your cares away is the very best part about summer. It makes people shed their egos, live to the fullest, and forget about some of the things that have been holding them back in the previous year.

Whether you consciously realise it or not, there’s something about the heat, the sun, the wind in your hair, that makes you wanna live more in the now. And you come to the realisation that the present moment stands above everything else.

Best part about summer

You realise that all you have is now.

It’s almost as if time itself takes on a different quality or meaning. In the heat of summer, it just seems to work differently. It doesn’t move from hour to hour, minute to minute or second to second. Instead, it moves from mood to mood, moment to moment. That attitude – that change in the way time functions – also affects the way that people dress. It makes them more daring, less afraid and wilder. It makes style way more exciting. And in a way, you could say it’s the ‘key piece’ that makes any summer outfit truly amazing, because ‘wearing’ that care-free attitude does more than any jacket, dress, or shirt could ever do…


best part about summer

That’s been the main inspiration behind our new FLING capsule for women. We really wanted to encapsulate that care-free, laid back summer vibe and translate it in to a mini-collection that can be worn while living life to the fullest during the summer months. For that purpose, we came up with a variation of pieces made from fluttery and light material, standout floral prints, bleached denim and military green fabrics. The point is – as always – to look great. But on this occasion, it’s equally important to capture that summer spirit and to encourage you to live in the now. Because in the end, that’s all you ever have. And on that note, here are some of the ‘care-free’ summer looks from our FLING collection – available online Friday June 2nd!