The Battenwear SS24 collection is an homage to Japan's 1970s & 80s surf and sports scene. This was an era that refined, distilled, and perfected the look of ultra laidback. As Battenfans already know, we have long supported the concept of "deliberate casual," and we propose that this period in fashion history was one of the deliberatest. 

 

 

To commemorate Battenwear's dip into this era, we enlisted the help of our friend Tropical Matsumura, who would have a PhD if they gave out doctorates in being 1970s-style rad. He's a writer and editor for magazines like Popeye and Brutus, and his life's work is in researching and collecting elements of Japan's 1970's and early 80's pop culture. His ability to time travel is fascinating to us, but what we really bonded over was how he remixes different elements to make his own new, fresh vibe. It was a pleasure to work with him on this photoshoot. Thanks, Trop!