Joseph Abboud Spring/Summer 2013

“It’s about looking back to the old glamour of American style and modernizing it; taking inspiration from yesterday’s icons but bringing something completely new. I believe that design is a mode of expressing one’s individuality, not suppressing it … and this collection leaves room for tomorrow’s icons to be made,” explains Joseph Abboud creative director Bernardo Rojo.

Bernardo Rojo for spring/summer 2013 gives a nod to iconic American male iconic rebels James Dean, Marlon Brando, and Richard Gere as seen through American cinematic cult classics like “The Wild Ones,” “American Gigolo,” and “Rebel Without a Cause.” Rojo takes these cult classic silhouettes and updates them for the modern American man.

While these cult rebels would have thought twice about experimenting with the bold, neon colors in this collection, for today’s man of style, bold color is not only an expression of his individual taste but a reflection of a new relaxed masculinity. Though there are lots of American sportswear staples in this collection, Rojo breathes new life into these classics, keeping the collection fresh and fashion forward by adding innovative detailing, modern construction and introducing pops of glossy color.

Standouts in this collection were the re-invented classic moto jackets in neoprene and slightly unconstructed suit jackets in linen and cotton. Another standout was Rojo’s pairing of vibrant yellow, red and blues hues with American classic standards.

Though Rojo is pushing the brand in a more stylish, fashion-forward direction, the American male palette that is now developing a stronger penchant for color and innovative construction is more closely aligned with the brand’s evolving point of view.

—William S. Gooch