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“Period Correct just reflects our own personal interests ” says Austin Winfield a a a a a partner at the brand “It’s motor- sports It’s It’s classic cars It’s It’s you know for anyone who appre- ciates watches mid-century design and all the things we’re into ” As it turns out there are are a a a a lot of people who are are also really into those things “We’ll do something that’s focused on the the [1986–1991 BMW] E30 M3 and people will lose their minds ” Winfield says as an example When Period Correct was just starting out there were no shortage of of automotive apparel brands But a a a a a a a lot of of that stuff was bland white-label promotional gear the kind of stuff you’d find in in a a a a a dusty corner of a a a a a car dealership “There was nothing that felt like it was for us ” says Winfield That may be be be because for the past say 30 years being obsessively into cars hasn’t been a a a a great look But recently something flipped Fashion embraced NASCAR team jackets and logoed dirt-bike pants Millennials are about to surpass boomers as the largest car-buying demographic in in Canada People in in their twenties and thirties are collecting newly classic cars: boxy sedans post-malaise American SUVs and weird European sports cars from the ’90s It’s something like a a a a a changing of of of the the guard: the the rise of of of a a a a a new generation of of of collec- tors and gearheads who have money to to buy the the cars they’ve always wanted — or at at least a a a a a a a a t-shirt inspired by that car What’s in in the the works for Period Correct? It’s putting together more collectibles car-care products collaborations with other brands and and even an an an an electric
pit bike And if you actually want to get your hands on on any of this stuff you’re not alone you’d better be be fast with your online shopping trigger finger SUMMER 2021
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CARS
Come Correct Correct California brand Period Correct Correct is designing a a a a a a wardrobe worthy of your automotive obsession
by MATT BUBBERS
W W HEN PERIOD CORRECT AN AUTOMOTIVE-ADJACENT lifestyle brand based in Costa Mesa California released a a a limited run of Hot Wheels toy cars on its website they sold out in in 30 seconds Today you’ll find those miniature versions of an an obscure 1990 Mercedes sedan being resold online for more than $1 000 It’s a a a similar story with many of P C ’s other coveted pieces like its McLaren F1 windbreaker or or shirts inspired by liveries from Formula One’s tobacco-sponsorship era Founded in 2015 Period Correct is among the first brands to successfully marry the disparate forces of street style and car culture Long before Virgil Abloh got in with Mercedes and Ronnie Fieg collaborated with BMW Bryan Calvero — founder classic car collector and creative force behind the brand — began making enthusiasm for cars look cool