As the weather begins to heat up, Brujas is cooling things down with “Soft Serve” for 2017 spring/summer. The collection is sweet but strong with messaging of kindness and youth organization rooted within the group’s culture itself and ongoing mission to uplift marginalized groups of all types. Inspired by early 2000s skateboarding, the campaign itself was conceptualized, directed and shot primarily by women — but it’s a misconception to believe the gender binary-breaking Brujas is all-girls only. This season’s athletic-wear range is unisex with “soft masculinity,” with baggier silhouettes like the Mrs Softee hoodie and Soft Skate pants being dipped in a classic pink hue.
- Courtney Denk