Product Forecast

Men’s Forecast A/W 23/24:

NatureVerse
The metaverse and nature come together with surprising
results in this forecast, which sees menswear influenced by
hyper-functional details, off-grid sensibilities, and digital
and gaming worlds

Nick Paget
03.15.22 · 12 minutes

Antoni Tudisco
NatureVerse: introduction
Imagining new worlds, new aesthetics and new solutions through the immersive
powers of nature and technology.

The digital world might seem far removed from nature, but could it be the key to
helping us imagine and build a better, more regenerative world? NatureVerse explores
the beautiful and surprising symbiosis between the technological and the organic.
In recent years, the impact of climate change has become stark in its immediacy, and it
is provoking urgent, bold changes. By 2024, multi-species thinking – which puts all of
nature, not just humans, at the centre of design – will move to the mainstream, and
protopias (a more pragmatic aspiration than utopias, rooted in incremental steps
towards progress) will be used to develop achievable solutions to overwhelming
problems,​​harnessing the combined powers of nature and technology, including
biotechnology and synthetic biology.
On the flipside, the metaverse will see the virtual world move beyond shopping and
socialising to offer education, wellness, creativity and awe-inspiring experiences. With
this new mind-expanding realm will come new mind-expanding ideas about what is
possible, what is desirable, and what is necessary to make the world safer, fairer and
more sustainable and inclusive for all.
In this trend, the immersive qualities of both nature and technology will influence new
otherworldly aesthetics, where dreamy digital worlds, twilight colours,
bioluminescent ocean life and barren Mars-like landscapes provide inspiration for
exciting new designs.
Keywords : digital artists, zero-waste, mended, phygital, off-world, hyper-functional, Modern Weekly Style

modular design

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Methodolog y
WGSN’s forecasts are guided by our STEPIC methodology, which analyses changes in
society, technology, the environment, politics, industry and creativity. These six
pillars inform the themes covered in our three annual macro forecasts (Future
Drivers, Future Innovations and Big Ideas), which are then filtered down to form the
three seasonal trends for our category-specific forecasts.
Here is how NatureVers e relates to our broader forecas t themes for 2024:

STEPIC p illars : Technology, Environment

Future Dr ivers 2024: The Everything Net, Planet Provocation

Future Innovations 2024: Two-Faced Tech, It’s All Real, Multi-Species Thinking,
Designing Protopias

Big Ideas 2024: Fluid States, Provoking Protopias

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Colour
NatureVerse A/W 23/24

This palette is defined by the seemingly opposed

18-5611 TCX

18-0529 TCX

19-0417 TCX

16-5808 TCX

13-5309 TCX

13-0650 TCX
natural and digital worlds, showing how the two
can coexist. Swampy greens like Sage Leaf offer a
botanical tonic, but also work with mineral tones

Bitter Lemon
Murky Green

Alpine Frost
like Seafoam, and hyperreal, sunny shades like

Sage Leaf

Seafoam
Sea Kelp
Apricot Crush. Astro Dust lends a serious, earthy
and even futuristic feel, complemented by
refreshing Alpine Frost.

049-86-36
056-26-07
072-45-06

050-40-14

071-65-06

088-76-13
16-0928 TCX

17-1537 TCX

14-1309 TCX

17-4139 TCX

17-3014 TCX

15-1247 TCX
Mindful Mauve

Apricot Crush
Tranquil Blue
Parchment

Astro Dust

Pink Clay

024-65-27
010-42-20

014-73-08
031-63-17

147-55-21
114-57-24
* All colour names are specific to WGSN

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 Saturday survivalist
The concep t: this theme sees the urban
dweller equipped for going almost off-grid, in a
gently ironic story. Although the clothing
features abundant functionality, brands know
their products are as likely to see a mountain
trail as not. Kitting out consumers for vanlife is
part of this theme, but also now for the
metaverse, in comfortable outfits that promote
ease of movement, combining elements of
cosplay and gameplay, as outlined in the Fluid
States theme from our Big Ideas 2024 forecast.
Engineered Garments Maison Kitsuné
Relevant for: highly textural, # plush and
chenille overshirts and jackets, and
# cargopants.
Details : adjustable toggles, # modulardesign
elements that are removable for indoor and
outdoor moods (and are more transseasonal),
pockets that work for stashing tech and
trekking kit.
Brands to watch: Brazil's Piet, for its outdoor
lifestyle-driven offer; Suicoke's perfect blend
of # twomilewear and true performance
qualities.
Sus tainability: look to bold but sustainable
Goodhood adidas Originals Piet trims with help from our Sourcing Guide, as
well as recycled GRS polyester and FSC-
certified viscose and cellulosics, alongside
recycled or bio-based elastane for slick
outerwear. More natural qualities for plush and
fleece are also key.

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 Atlantis 2.0
The concep t: while it's not new for nature to
inform fashion design, the imperative of the
climate emergency means themes are
approached differently, against a backdrop of
sustainability initiatives and practices. While
this theme is print- and colour-driven, shape
and styling are also influenced by the oceanic
theme, with sleek designs and floating
silhouettes both inspired by watery depths,
covering casual, smart and occasion looks, as
well as directional and youthful streetwear
Jason deCaires Taylor Hana Frisonsova
elements.
S ilhouette & s tyling: scuba-inspired looks with
technical fabrics and sporty trims; modern,
# softmasculinity aquatic themes for gender-
inclusive looks; and diaphanous, mesh layers,
teamed with rippling, watery prints for dressy
going-out themes.
Sus tainability: Botter's underwater-inspired
collection wasn't just an aesthetic statement;
the couple behind the brand started up a coral
nursery off the island of Rushemy Botter's
native Curaçao, to restore a reef damaged by
rising sea temperatures. Of the initiative, Botter
said: ” It’s not enough to just make clothes
The Wasted Collective @weekdayofficial Botter
anymore.”
Brands to watch: Edwin, for its all-over water
prints; The Wasted Collective for its wave-
printed, highly sustainable Kaiyō collection,
made from waste.

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 Digital daydream
The concep t: this mood taps the excitement of
the new universe in the making, but also the
wellness aspect of the apps and games that
will populate The Everything Net. The work of
digital artists will increasingly influence
apparel trends, using colours and textures that
mimic digital and NFT artworks. The newly
crypto-wealthy's taste for high-impact luxury
pieces that pop on social media will filter to
the mainstream.
MCQ x Natalia Podgorska x Objec
Colour: use frosted tones like Seafoam and
@badson.us t Blue
Pink Clay for tailoring or voluminous
outerwear. Apricot Crush, Tranquil Blue and
Mindful Mauve lend a mood-enhancing vibe to
cut and sew pieces and print.
S ilhouette & s tyling: streetwear and
leisurewear are key, but consider Gen Z's
penchant for bold tailoring and # matchingsets
at social events as an inspiration.
Relevant for: high-octane, styled-up basics.
statement pieces, big on volume and all-round
impact. Think gender-inclusive
# metastreetwear and influencer style.
Pr ints & grap hics : look to graphic digital
David Rothenberg Béla Juttner Lil Nas X artists like Antoni Tudisco, and studios such as
Six N. Five, as well as gradated colour for all-
over pattern.

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 Dusk romance
The concep t: slightly psychedelic evening and
occasion looks are inspired by digitally
rendered nocturnal blooms, as well as the
potential of plants and mycelium networks as
part of multi-species thinking, and ancient
ayahuasca rituals. As brands seek to become
more gender-inclusive, tailoring in particular
takes on a more expansive identity, with less
traditional elements (fabrics, prints, skirts and
dresses) becoming more widely seen.
S ilhouette & s tyling: draped, looser
Paul Smith @ladmusician
silhouettes are key for more directional
markets. For mainstream brands, the focus
should be on minimalist detailing such as
# HiddenClosures, which make way for the
engaging prints.
Pr ints & grap hics : from Liberty prints to
digitally-created placement prints, dizzying
floral repeats and eclectic mixed motifs define
this theme. Follow our Feed stories
# FloralBurst and # FloralImpression.
Textiles & mater ials : season after season,
designers' fabric choices stray more from the
prescribed masculine norms; look to # sheers,
# satin, # boucle and #WetLook for direction.
Phipps Shanghai Rajesh Pratap Singh

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 Hyper-functional
The concep t: the continuing desire for high-
performance clothing is given fresh relevance
with the inclusion of post-consumer waste
strategies, such as Heron Preston’s use of
automobile airbags as a fabric. Here, design
that has a salvaged, pieced-together
appearance, as though visibly seeking to
address the issues the industry faces, defines
the theme. Raw edges, contrasting details and
fabrics, and prints that over-run or are cut off
are worn as a badge of honour in the name of
Moncler x Craig Green XLIM
sustainability. A no-waste attitude paired with a
hyper-functional aesthetic speaks to our
Future Innovations 2024 theme, Designing
Protopias, which fuses solution-based realism
with the creativity of science fiction writers.
Brands to watch: Christopher Ræburn's
career is defined by his work with post-
consumer waste and army surplus; shortlisted
for the James Dyson Award, Huang Tzu Chi
prototyped Walk Oxygen, which delivers a
built-in oxygen system for exercise.
Sus tainability: get inspired by these concepts
to create products that provoke protopias,
guided by their impact on the environment and
Walk Oxygen Nike Heron Preston
their usefulness to increasingly aware
consumers.

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 Swampcore
The concep t: finding beauty in the grittier,
grungier elements of nature powers this
theme, which alludes to military inspirations,
but is more rooted in contemporary items with
a utility feel. Oddly decorative # abstractcamo
sits at the heart of this trend, inspired by
decaying undergrowth and swampy waterways.
Colour: a driver for the wellness and outdoor
markets, green tones remind us of nature and
feel nourishing. Future-proof designs with
naturally derived dyestuffs.
A Kind Of Guise @publishbrand

S ilhouette & s tyling: key items like the cargo

trouser and hoodie are reworked with print,
new closures, and pocket detailing, which sees
asymmetric styling come back into vogue.
Work into layered looks, complete with
# modulardesign elements like the # gilet.
Sus tainability: work with low-impact print and
dye techniques, and look to bast fibres and
algae innovations. Synthetics should be GRS
recycled and enhanced with recyclable and
chemical-free finishes and proofs.

John Elliott @stoneisland_official @adidasy3

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Post Archive Faction / @hugchin
a @mutani.io
@postarchivefaction
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A-Cold-Wall / Robbie Spencer
Softly sharp
The concep t: aesthetics from the metaverse
start to imprint on physical clothing, creating a
play-off between structured pieces and more
sculptural elements. The result feels fresh
and modernist, embodied by brands like
Byborre. The dynamism of gaming skins and
digital art translates to functional-feeling
seaming and detailing, bringing innovation and
new details to established silhouettes like the
tailored suit and tracksuit.
Brands to watch: Post Archive Faction creates
innovative, highly detailed pieces that straddle
total fantasy and calculated utility; Feng Chen
Wang's cross-referencing of sportswear and
tailoring is key.
Textiles & mater ials : just like the digital
world, this story is populated with abstract and
undulating textures, contrasting flat plains with
raised, even architectural forms.
Details : ergonomic and creative seam details
conceal invisible zips, or are picked out with
contrasting bindings or heat-sealed strips.
Pockets that accommodate wearable tech are
key, as are elements that enable these outfits
to be used as # twomilewear.
Byborre
 Climate warrior
The concep t: a raft of sustainability
technologies and innovative strategies powers
a new take on hippie ethics and aesthetics.
Reducing waste and becoming carbon negative
will become an imperative, with upcycling
practices and the inclusion of vintage clothing
in ranges helping to influence the appearance
of collections. In this story, visibly mended
pieces are styled with new, but sustainably
made tailoring, and protopia-focused slogan
tees and sweats are paired with handcrafted
OAMC Satoshi Kawamoto
embellished items.
S ilhouette & s tyling: an appealing blend of
wabi sabi and sprezzatura (nonchalance or
studied carelessness) sees artfully crafted
pieces styled with worn-in workwear and
smartly tailored elements. Look to the style of
plant artist and creative director Satoshi
Kawamoto for his mix of old and new.
Brands to watch: Waste Yarn Project's
upcycled knits; Bode and Stan for their use of
deadstock; The Wasted Collective for its zero-
waste credentials.
Sus tainability: offering after-sales care for
investment pieces, or lifetime replacement
@ymclondon Goodhood Bethany Williams
subscription schemes will become more
common. Look to adopt a modern make-do-
and-mend philosophy. Put circular design,
mono-materiality and zero-waste at the heart of
development, using our report as a resource.

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 Gameplay
The concep t: the expansion of the gaming
world, the rise of NFT-aesthetics and
consumers' excursions into the metaverse are
set to produce some new menswear directions.
We are already starting to see the impact of
this parallel universe, manifesting in
impossibly real graphic prints and exaggerated
silhouettes, referencing the real natural world
to create a new one.
Colour: monitor this new world and the
transformative colour palettes it inspires.
Daily Paper adidas x Bored Ape Yacht Club

S ilhouette & s tyling: team puffed-up tops and

Johan Ku Gold Label
outerwear with wide-leg trousers and roomy
sweatpants, and use layered styling to bring
contrasting textures together.
Relevant for: statement pieces that are
iterated as NFTs and as physical drops, using
gamification to add to the buzz around
designers and products, as seen in the collab
between KidSuper and @rhymezlikedimez.
Ideal for gender-inclusive capsules and ranges.
Pr ints & grap hics : gameplay – both retro and
contemporary – inspires dark-based, all-over
prints, and the impossible forms that
@crom_magazine Li-Ning characterise digital art make for arresting,
sensual designs.

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 Space Sahara
The concep t: using the hostile conditions of
off-worlding (environments away from our
planet) as a benchmark, designers and brands
respond by imagining a less hospitable Earth,
even as a way to draw attention to the climate
emergency. Provoking constructive thinking
around our Designing Protopias theme will be
part of the mission for many creatives in the
near future.
S ilhouette & s tyling: protective layers,
voluminous aspects and high-functioning
Maydi Jiyong Kim
details define the look. Enveloping, modern
cape-like coats, as seen on the catwalks, help
carry over S/S 23's Desert Rider theme.
Colour: key colour Astro Dust is important,
accompanied by dusted neutrals and dry green
shades, with a focus on sun-faded elements.
Textiles & mater ials : mineral-
inspired,sanded, dusted, uneven, matte and
paper-like finishes typify this story, with
wadded and quilted elements creating volume.
Trims have an antiqued, well-travelled feel.
Sus tainability: create a forward-looking vision
based on sustainable practices, whether it be
@pauseonline Julius CP Company using natural treatments to proof fabrics, or
building in modular, customisable designs for
transseasonal functionality. Enable consumers
to buy less, but also to augment purchases
with add-on elements.

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1 234
Action points
Look to nature for sustainable
design solutions
It's clear that the fashion industry has a
lot of work to do, but there are plenty
of signs of hope, as strategies move
toward ideas like multi-species thinking.
New advances cover everything from
botanical dyes to the rise of
sustainable, even compostable,
materials to replace leather or to
weather-proof fabrics. Prioritise the
reduction of waste in your designs and
champion natural alternatives
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Consider the metaverse from
the start of your design ideation,
as synergies arise between NFTs
and product launches
It's still in its infancy, but the metaverse
is expanding, favouring phygital brands
that understand the overlap between
the physical world and online presence.
Product drops conceived to include
both an NFT and a physical garment are
on the rise, and so are collabs between
the fashion world and brands like
Fortnite. Some amount to exclusive
gaming skins and some manifest as
physical, licensed printed tee shirts.
Consider how you will represent the
advent of this new dimension
Meet consumers' continuing
need for practicality with
versatile, seasonless options
For many male shoppers, their
wardrobe will have been the lowest
priority after their family's clothing,
household bills and home
improvements. So it makes sense that
clothing that feels useful – even
utilitarian – is easier to justify, as per our
2024 Future Driver, Direct to Essentials.
As well as a practical purpose,
consumers will prioritise clothing that
performs more than one end use, or
items that can be adjusted for different
seasons, as well as designs that
promise a trend with some longevity
Encourage the mentality that
servicing, mending and
extending the life of clothing is
the future
After-sales care, repair and even
subscription-based lifetime
replacement plans are coming into
existence, as it becomes clear that
endless use of finite resources doesn't
add up. For some traditional male
consumers, framing this akin to
servicing a watch or re-waterproofing a
waxed jacket might be the route to
getting them on board with
sustainability themes. Look into the
Care Culture theme from our Future
Drivers 2024 forecast
Influences
Houdini
Houdini Sportswear
This Swedish outdoors brand
loves to invite its customers to
redefine their values, and this
social media post, which
promotes the practical value of
a defensive skirt layer, is
particularly interesting. The
intersection of gender-inclusivity
and utility will be an interesting
area to watch.
15
Vinzent Britz / MCM
Vinzent Britz
A digital designer to watch,
Vinzent Britz has created
imagery and campaigns for
MCM, Mercedes-Benz and Nike.
We love the inter-mingling of the
natural and digital worlds, which
is perfect for the NatureVerse
theme.
Elina Heilanen
Elina Heilanen
A finalist in the Designers' Nest
competition in Copenhagen, this
graduate's collection, titled No
Man's Garden, is about a
character “at odds with
civilization and society, who
becomes immersed in nature
and the wilderness”. The
collection is made from
upcycled deadstock and
discarded materials, and is a
strong reference for
NatureVerse.
Satoshi Kawamoto
Satoshi Kawamoto
The self-proclaimed plant artist
is also a creative director, and he
brought some light to lockdown
with his houseplant pics and his
inspirational interest in plants
and flowers. His personal style,
riffing on vintage workwear
styles and modern, colourful
pieces, is key for this story.
@menswear_archive
CP Company via British
Textile Biennial
When is a tent not a tent? When
it's actually a jacket, conceived
by CP Company designer
Moreno Ferrari to convert into a
tent. # Hyperfunctional design is
set to become more
mainstream, as consumers
increasingly expect clothing to
be transseasonal and to be good
for more than one use.
The WGSN trend matrix 2024
Connecting the dots between our STEPIC foundational research, here are the six Future
Drivers, 12 Future Innovations, six Big Ideas and three Forecast trends that will shape the
world in 2024.

STEPIC Future Drivers Future Innovations Big Ideas Forecasts

Living With Intent

The Caring Economy Care Taking

Home-Making

Society
Two-Faced Tech

The Everything Net Fluid States

It's All Real Care Culture

Technology

Multi-Species Thinking

Planet Provocation Provoking Protopias

Environment
Designing Protopias

NatureVerse
Contemporary Commons
Politics
New Narratives People-Power Shifts

Cultural Power

Industry
No to ‘Normal’ Creative Reset
Direct to Essentials Democra-sized

Subtracting Adds Value

Creativity

Collective Intelligence
The Case for Creativity Code-Breaking

16 Energised!
The WGSN macro forecast 2024
The timeline for WGSN's suite of 2024 trend reports, moving from business strategy to
consumer and product strategy.

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WGSN’s forecasts are created by our global team of experts
Forecas t lead team
Helen Palmer, Head of Materials and
Textiles
Sara Maggioni, Head of Womenswear
Nick Paget, Senior Strategist, Menswear
Noah Zagor, Senior Strategist,
Menswear
Erin Rechner, Head of Kidswear
Allison Goodfellow-Ash, Strategist,
Kidswear
Jane Collins, Senior Strategist, Footwear
and Accessories
Gemma Riberti, Head of Interiors
Reiko Morrison, Head of CMF, WGSN
Consumer Tech
Yvonne Kostiak, Senior Strategist, Active
Charlotte Browning, Strategist, Active
18
Hannah Watkins, Head of Prints and
Graphics
Graham Krag, Strategist, Prints and
Graphics
Charlotte Casey, Senior Strategist,
Knitwear
Olivia Barnes, Analyst, Materials,
Textiles and Knitwear
Contr ibutors
APAC
Anastasia Sinjiashvili, Production Lead
Alison Ho, Consumer Researcher
Wingo Xue, Fashion Editor, WGSN China
Kelly Lai, 3D CAD Technician
Kexin Zhang, Fashion Editor, WGSN
China
Lupi Yao, Trend Director, WGSN China
Ying Sun, Editor, WGSN China
Sara Cai, Insight Editor, WGSN China
Yvonne Lei, Localisation Manager,
WGSN China
Dawn Sun, Localisation Editor, WGSN
China
Xiaonan Li, Localisation Editor, WGSN
China
Qian Wang, Localisation Editor, WGSN
China
Jessica Jiang, Fashion Editor, WGSN
China
Afr ica
Raeesa Brey, Researcher
Amer icas
Sofia Martellini, Strategist, Youth and
Womenswear
Isabela Bez, Content Consultant, WGSN
Gustavo Cereja, Content Executive,
LATAM
Natalia Vargas, Client Services Analyst
Aus tralia and New Zealand
Yianni Giovanoglou, Client Services
Specialist