FAT OF THE LAND: Prototypes x Alpha Industries
by Adriano Batista
Prototypes’ new collection, The Fat of the Land, focuses on self-sufficiency and the value of what’s close at hand. Inspired by rural life, it reimagines country wear through materials, designs, and imagery that highlight community.
The collection features a debut collaboration with Alpha Industries, known for functional outerwear, resulting in pieces like nylon bombers and fur-trimmed hoods. This partnership supports Prototypes’ move toward sustainability by using existing materials. Together, the brands emphasize functionality, authenticity, and community, reminding us to make the most of what’s around us. The collection blends practicality with style, showing that sustainability and meaningful design can coexist.
Check out the campaign images photographed by Salvatore Caputo below:
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