The fashion industry likes to use the same words to describe itself over and over again. If a collection sets trends it’s “directional.” The design process is always “organic.” Clothes are sleek or edgy or romantic or girly. So when I come across a new fashion word, I get a little excited.
I was not expecting the latest fashion neologism to come courtesy of surf brand Hurley, which hosted me last month in Huntington Beach to take in the US Open and tour its headquarters. But during a walk through of its spring 2013 collection I did a double take–wait, what was that word? Flamo?
Yes, flamo. Pronounced “flam-mo.” It’s not, as SNL‘s Stefon might say, that thing where gays set fire to one another at a new club called Ouch. It’s a simple equation: Floral + Camo = Flamo. And it’s really good.
Hurley has drawn from the Hawaiian florals of classic surf style and mixed them with camo, a mens streetwear staple. According to Ryan Hurley, son of founder Bob Hurley, the brand is inspired by The Clash “because they brought together elements of punk, rock, reggae, soul, and dance hall.” Enter, Flamo. For spring Hurley has spread the Flamo love on fitteds, board shorts, surf skirts and more.And Hurley’s not the only one feeling the Flamo. We noticed the mashup print has gone high fashion, too. Versace men’s fall 2012-13 collection called their version “floroflage.” Marc McNairy likes it on a backpack with daisies. Refinery29 noticed it as well, but they’re calling it “Flomo.” We’re smitten with ‘flamo’, but whatever you call it, it’s worth a try. The contrast is tough meets pretty and we think you’re going to be seeing a lot more of it.
Click through to see more of Hurley’s flamo offerings.