The brand championing the ‘happy camper look’ – 69 takes you right back to your childhood

Have you ever

1) fallen into a state of despair upon noticing the engagement ring per square metre ratio on the train ride home?

2) spent considerable time calculating the time by which you’ll become eligible to take out a mortgage?

3) made futile attempts at estimating the lifespan of your reproductive system?

Adult life is so much fun, isn’t it? No, I don’t think either. Fortunately, 69 was launched for those of us who’d rather eat ice cream all day than start the Christmas shopping on time. The Los Angeles-based fashion label specialises in deconstructed denim, casual tees and comfy dresses. Most garments have a healing property of sorts: the gawkish, odd designs look like the clothes donned by the main characters of 90s Nickelodeon shows. Everything comes in approximately one size, that is, way too large, and most items are adorned with Peter Pan collars and pockets that fit just about every bag of sweets available at your nearest off-licence. But why is this good for your well-being?


Well, first off: just imagine the comfort your limbs would enjoy whilst moving about. Pants come with loosely hanging bottoms and lots of leg space, whereas dresses were constructed with little consideration for nuances such as one’s silhouette. More importantly, however, 69 is the go-to brand if you want to take a break from being all serious and important. It’s the label that has your back just when the sheer dread triggered by the thought of the annual hamper-handover (aka the office Christmas party) kicks in; the brand that encourages you to embrace your infantile, imaginative side that’s repressed by mundane everyday life. So pop on one of their pyjama-ish cuts, elevate the look with a denim bucket hat and take over the world like it was your personal playground.

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