the dyson everywear capsule collection explores elevated utility wear by merging practicality with luxury. built around modular attachments inspired by dyson’s approach to customization, the collection includes interchangeable collars, hoods and sleeves that adapt to different settings, weather and personal style. functional, versatile and sophisticated, this is utility redefined.
the process began with an exploration of heritage utility wear, focusing on cp company and stone island, both known for their innovative outerwear technology. their approach to advanced materials, garment dyeing and technical construction set key benchmarks. inspired by this, the dyson everywear collection includes a strong emphasis on jackets, highlighting the functionality and durability that dyson is already recognised for.
the aim was to move away from a younger, streetwear-focused audience toward dyson’s core consumer, who values design, functionality and refinement. as noted by the arcadia online, the line between high-end fashion and utility continues to blur, supporting an approach that combines practical needs with elevated aesthetics.
the collection also responds to the lack of unisex options in the market. pieces are minimal, adaptable and gender-neutral, with colours inspired by dyson’s product range to enhance versatility and make the garments feel inclusive and wearable for a broad audience.
inspired by dyson’s hair care tools and product design, the idea of offering garments as customisable sets or individual pieces mirrors the modularity and personalisation at the core of dyson’s philosophy. buttons and zipper pulls reference the dyson zone headphones, functioning as closures and attachments while creating a subtle visual link to dyson’s existing design language without relying on logos.
valentino’s fall winter 2024 collection became a key reference. its bright colours, oversized glossy outerwear and refined utilitarian mood showed how everyday pieces can still feel elevated. removing unnecessary pockets and seams demonstrated how minimalism strengthens a design, while controlled colour accents aligned with dyson’s signature bold touches.
gucci’s men’s fall winter 2024 also shaped the direction. the use of shimmering fabrics within classic office wear introduced a modern elegance that moves easily between formal and casual contexts. this reflects what dyson consumers seek in pieces that feel both functional and expressive. gucci’s exploration of utilitarian cotton sets reinforced the decision to include simple cotton pieces that ground the collection while keeping its vibrancy.
recognizing the need to elevate the collection beyond utility to dyson’s level, research expanded to include luxury design houses and recent runway collections.
