Friday, July 17, 2009

GURU: LIFESTYLE BRAND DEBUTS S/S 2010- BREAD & BUTTER, BERLIN









Tempelhof Airport, Berlin

July 1st, 2009


Words, Images Judith Ecochard
and from the company website














GURU is a hip lifestyle/clothing brand …born in Italy…and now owned by the MASSIVE Bombay Rayon Fashion Ltd. of India (April 2008).

What got us interested was the quality of the clothes…and there are over 350 SKUs available. Wow.Gian Maria Montacchini, the brains behind Guru's daisy logo, has returned as "fashion coordinator" according to the press material we got.

And apparently this "up market" brand is well known in Europe...as there are 15 stores and 9 franchises across the Pond.















There’s a surfer/rocker vibe going on with the sporty collection (50's graphics too). Also the "Logo Life" and "Work" collections of streetwear…have great details (contrast collars), unusual finishes, spot on styling, and top end fabrics (especially the knitwear) in terrif colors and patterns.










Other lines are coined “Riviera” and "Biarritz" that’s a “cleaner look..no logo” that are inspired by "60's playboy..."and designed by hand in shades like ice blue, purple, carrot, cream, coral and blueberry.



























Hilariously, we thought…but SO SMART…Guru nabbed the Taxi Driver (1976) movie license and has a line of kinda military punk, edgy clothing. This being a global brand…we can see hordes of guys in SE Asia loving it.













Who would have thought the De Niro character- Travis Bickle -aa fashion trend-setter? But the tagline…”You Lookin’ At Me?----clearly foreshadow.
























We got to take some pics of the Spring 2010…and grabbed some images from the company website.


INFO: BOMBAY RAYON FASHIONS LTD

GURU