Artificial Grunge is the Fall 2013 collection theme, reflecting our collective memory, and the commercial memory, of grunge more than the actual grunge lifestyle. The grunge we have created can therefore be called artificial.
We picked grunge since it can be seen as the last real youth movement, it was truly rebellious and grass root. Today, in a world of fast fashion and medialized culture, these movements are picked up commercially almost before they even appear. The lines between what is "real" and "artificial" are blurring, and what is really "real" anyway? Was grunge itself ever real? Our grunge aesthetic is therefore mixed up and deliberately not an accurate blueprint of the 90s style, clashing the classic with top of mind-images from the grunge era.