Imagine the year 3011, where our planet is in a post-apocalyptic state. Earth is covered in layers of ice due to humid oxygen in minus degrees. Affected by the icy cold environment and lack of daylight, the human race is struggling to survive. Might be a glum outlook on the future of our planet?

Ever heard of SONS OF WILLIAM, the unisex brand that is inspired by exactly this sequence of events? Instead of focusing on the negative side of this post-apocalyptic scenario, SONS OF WILLIAM have decided to turn it into a story of survival. Featuring a futuristic aesthetic, the clothing brand’s concept is to offer refined garments that embody functionality. To do so, they utilise waterproof materials, heavy cottons, microfibers combined with solar panels, secret pockets, quick-release buckles and survival instruction prints in their collections.

Launched in 2014 by brothers Julius and Victor, the label offers a wide variety of attire to shelter the body. The brand is known for their signature cold yet heroic silhouette, which translates into heavyweight layering and some seriously badass looking outerwear. Founded in Copenhagen, the brand has now branched out to New York. In case you were wondering, the name SONS OF WILLIAM was chosen because ‘William’ stands for protection, and Julius and Victor are, in fact, brothers. Being relatively young, both brothers are in their early twenties, the label is a success story in the making.

The characteristic ‘Frost Esthetique’ of AW 2015  is achieved through the use of bold shapes, clean lines and sharp silhouettes. Featuring a strong monochromatic palette, the garments are tailored to provide functionality and comfort to the wearer. The visual identity of the brand is highly graphic, which in turn translates into graphic tees and prints on jackets and pants. The collection is available for purchase at online platform for independent labels TWOL24.

The new SS 2016 collection of SONS OF WILLIAM launched for New York Fashion Week on September 12th and is titled ‘Dust Esthetique’. Years have passed and SONS OF WILLIAM brings us to year 3035. The post-apocalyptic world is suffering from constant sand storms, turning the world into a colourless desert. The inhabitants are divided into two. The collection presents frayed and distressed outcasts on the one side and a clean and technical civilised assembly on the other, seemingly orchestrating a confrontation of the two styles. Whereas one is neat, clean and calculated, the other is characterised by soft shapes, earthy colours and a grungy feel. The show took place in an emptied out gallery space, presenting the inspiration behind the collection’s concept in visuals and audio. The SS 2016 collection is soon to be featured on TWOL24.