Due to the global impact of the Coronavirus pandemic, Jacket Required will no longer take place in 2020. Jacket Required will return to the iconic Saatchi Gallery on 14th – 16th February 2021 for its AW21 edition

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24 May 2019

The Jacket Required SS20 Line Up: Chrome

“Building indestructible gear since 1995”. That’s the motto that guides everything US brand Chrome do. Taking all the best bits of industrial, utilitarian and urban styles, Chrome has created the ultimate solution for modern city life. We sat down with marketing coordinator, Chantal Dekens, to get the lowdown on Chrome.

Tell us the story behind Chrome – how did the brand start?

Believe it or not, Chrome’s story starts in a junkyard. Chrome was born in Boulder, Colorado when a couple of guys needed bags that met their standards. The founders went to a junkyard in search of the toughest materials they could find; the first Chrome piece was a messenger bag fastened with an Oldsmobile seatbelt buckle and it was then that an icon was born. It was this that defined our signature way of making useful, durable gear that guides everything we do.

What’s your favourite thing about streetwear and urban fashion?

Put simply, I love that it’s all about usefulness and durability. There’s no frills attached with urban fashion and that’s something that speaks to the Chrome philosophy.

How do your roots in the US come through in your collections?

Each US city is a different world in itself and there are so many exciting, creative things happening in them. Our designs are very much influenced by the day to day creativity that surrounds us.

Why are you exhibiting at Jacket Required this season?

We think that Jacket Required is the perfect fit for us and our brand identity. I think our range in particular speaks to the needs of the retailers visiting the show, who are looking for something a little bit different, with a utilitarian and industrial aesthetic.

What will you be bringing to the SS20 edition?

This season, visitors can expect to see more of our signature style. We’ll be bringing new bag and apparel collections designed and made to help people live in the city.

Showcase next to Chrome and discover more exciting emerging and established brands. Join us at Jacket Required SS20 on 24th & 25th July 2019.

Enquire now Register to visit