Fall Winter 2025
Behind the Collection
Doing Everything Better
After Spring/Summer 25, the team took a hard look at every part of the process. Design, marketing, content, delivery. The intention with FW25 was to reset and rebuild. The result is a collection that feels tighter, more confident, and more creatively ambitious across the board.
The Four Pillars, Refined
Hours continues to release each season across four product lines:
Blanks – everyday wardrobe foundations
Signature – elevated, statement-driven pieces
Graphics – seasonal branding rooted in story
Accessories – functional items that round out the fit
This time, Core and Vintage blanks were released as one unified collection. The assortment was reduced to just the strongest silhouettes in a curated range of colors. It’s a shift that makes the entire drop feel more considered and wearable.
Signature, Reimagined
The biggest shift this season was the full rebrand of the Signature line. Signature always had potential, but we weren’t giving it the space it deserved, Ram says.
That changed with FW25. A new logo, updated hang tags, and a clear creative direction gave Signature its own identity. The pieces speak to the kind of energy Hours is moving toward. Bolder fabrics, louder silhouettes, more custom detailing. It’s no longer just a supporting player. It stands on its own.
Blanks: Less Volume, More Intention
This season’s blanks focused on refinement. Instead of pushing every silhouette in every new color, the team selected the best styles and released them in just a few strong colorways.
Baggy sweatpants and drop shoulder hoodies returned as staples. A new version of the baggy jogger dropped for the first time in seasonal colors. Colorways like Teal, Ash, and Dusk brought a fresh but neutral energy to Core. Vintage blanks returned in Vintage Forest Green, one of the most requested shades from the community
We used to follow a formula, Roman says. Three Core colors, three Vintage colors every season. But this time, we stepped back and chose the colors that made the most sense.
Why Iceland?
The FW25 campaign was shot entirely in Iceland, with a team spread across miles of terrain and 20 hours of daylight.
The campaign title, Some Pieces Take You Further, needed a setting that felt surreal and cinematic. Iceland gave the team everything. Rugged coastlines, black sand, foggy peaks, and unpredictable weather.
It made sense for outerwear, but more than that, it made sense for the story, says Ram. Our pieces belong in these kinds of places. It shows how far we’ve come as a brand.
The shoot wasn’t without chaos. A lost SD card nearly cost the entire video, and back-to-back days of shooting left the team with little sleep. But the result was worth it. One of the most immersive and ambitious campaigns to date.
Standout Pieces
When asked what stood out most this season, Roman and Ram didn’t hesitate.
Selvage Denim – A raw, structured fabric that took multiple rounds of sampling to get right. The exaggerated silhouette gives it a rigid, sculptural look that’s different from the usual
washed denim.
Workwear – A fresh take on a classic silhouette, featuring contrast stitching, subtle debossed branding, and clip tag details. It’s designed to age beautifully over time.
These are the kinds of pieces that get better the more you wear them, Ram explains. That’s always the goal for us.
Black Friday Preivew
FW25 also sets the stage for a major Black Friday drop.
Limited edition pieces from all four pillars will be released, including a cowhide leather jacket, the most premium product Hours has made to date A restock of best-selling blanks and Signature pieces will go live. VIP customers in the Gold and new Platinum tiers will receive an exclusive, unreleased gift
during the holidays
The Black Friday campaign continues a storyline first introduced last year. A nod to the NYC hustle shoot that featured characters grinding in their own way.
This time, the story evolves
with new characters and hidden easter eggs that tie it all together.
Final Word
There was a point after Spring/Summer where we all agreed we could do better, Roman says. And that’s what sparked this season. We made the decision to go harder and get more intentional with everything.
With the rebrand of Signature, a refined approach to Blanks, and a campaign that sets a new standard, FW25 represents a turning point. It shows what’s possible when a brand doesn’t settle.
And it’s only the beginning.