"Hood By Air is heading west. On June 11, the brand will present a special capsule collection as a part of Made LA’s weekend slate of fashion shows and events that includes presentations of Moschino’s men’s Spring 2017 and women’s Resort 2017 collections and a showing of Tyler, the Creator’s Golf Wang collection. Hood By Air’s event, scheduled at 5:00 p.m., promises to add something else to the mix—the entire collection will be available to preorder in real time during the show and will arrive on HBA’s site a month later. Just don’t call it direct-to-consumer. “We want to start connecting with the customer directly, but not in a DTC—direct-to-customer—attitude,” begins HBA impresario Shayne Oliver. Translation: In the off season, Hood By Air will focus on live events, performances, and presentations that embody the HBA spirit, birthing collections that allow shoppers to bottle some of that vibe and take it home with them after. [...]"
S. Yotka, Vogue.com - Full Release Here
