This new capsule collection is a decisive victory for the young fashion brand, 101%. Clean cuts underpinned by elegant and minimalist design: this is the visual identity of the duo behind 101% the brand founded in 2021 by British fashion designer Jessica Maxey and Mexican architect Fernando Romero. Working out of their Mexico City atelier, they have a global outlook, but today the brand sets its sights on the iconic tennis tournament, Wimbledon, that got underway at the start of this week.
Post-Challengers launch tennis inspired style has reached fever pitch. It’s an American Apparel Tumblr era revival! This Rosalía and Emily Ratajkowski approved label is tapping into just that. This time around, high performance silhouettes meet innovative use of fabric. The new tennis dress and matching white bag at 101% are composed of a cotton blend that contains 9% NewLife™️ recycled PET, 43% Tencel and 8% polyurethane making the garment waterproof, windproof and eco conscious. Tennis as a sport and Wimbledon itself are associated with tradition (and potentially, conservatism), so it’s great to see a contemporary spin put on the composition as well as construction of garments situating themselves in its constellation. We love the sexy wide cut-outs and bold black zip that calls back to those swimsuits of the 00s.
Along with looks that firmly position themselves in the 21st century, the brand’s politics advocate of better futures. Currently, this looks like supporting migrants on the US-Mexico border through donating one hoodie per order placed at 101% along with unworn prototypes going to immigration charities. The brand proves clothing can be much more than just what covers your back.