It is really easy nowadays to hate something or someone behind your computer screen. We see that on a daily basis on “Hypebeast” . Fuckn loser kids with nothing better to do that know nothing and can only talk shit because they hate themselves. Usually their just kids & don’t know any better.
Anyways, people that know me, also know that I got a strong sense of criticism and like to dish out my thoughts in either a good or a bad way. Sometimes people can’t read me & it comes out wrong. They think I’m a dick & that I don’t care. Who cares, fuck you & let me write my thoughts. I have worked in this industry for quite a while now & I can say what I want. And if I feel your brand sucks I can tell you. If your video/photoshoot sucks I’ll tell you. You get the drill.
These last few months I’ve been tired of seeing replica of brands over brands. That folk shit, drink my tea and jerk off with flowers vibe, please cut the shit. Even that goth/trap crap is starting to itch my brain. There has not been one brand that has come out with something good enough to stimulate my mind and say “wow! that is creative!”
We are now coming in an era of quality made goods. No wait, I mean we are now in it. Many brands are pushing to get local made goods and try to stay away from the China made crap. Especially in Canada, like Reigning Champ, Muttonhead, Raised by Wolves, Naked & Famous,Archer Goods,etc…
I do get impressed on that tip a lot more. Quality made Canadian goods. But also all the tech/outdoor gear like Arc’Teryx or Acronym is mad dope, but expensive. But they are offering a different product and a functional one. It works out of functionality & durability. (Lost in my train of thoughts)
Remember when Freshjive or Fuct or Stussy used to make the illest paper ads? Where it was political or cultural. It had a meaning. A sense of revolution even. It was the beginning of “Streetwear”, let’s flip logos. The pieces meant something.
Nowadays, let’s put this guy with a beard. Shoot him in the woods. Make a video as he pretends to camp or do something in nature. I can sum it up with a video some acoustic music & zero meaning. It can look great, but it will be forgotten after 2 mins. I get it, it’s marketing & it is trending. I have done videos like that. But tell yourself, why should it all be like that.
You probably ask yourself : Why the fuck is Johnny ranting? It is simple, I got that “Wow, it is creative!” After a few months of being jaded, a brand has finally made me say : “I like that!”
Today, at work I glanced on the new Raised by Wolves F/W collection. I was at work and my mind was not focused. It was part of my daily routine to see what goes on in the “fashion” world. At that time I was just looking to look.
Later, I came home and took a 2nd glance & I understood it. The lookbook is nothing but amazing. The imagery, the render and the vibe. You get a bit of everything & not just one idea and direction. The locations. The subway architecture. It is a bit New York & a bit Japan meets the woods. ( I can’t clearly write my thought) At the end, we get the Montreal vibe on a super scale. Even though the guys are from Ottawa, I think they nailed it. The shadows & the symmetry & the neon’s. It is a bit hip hop in that Mase, Missy Elliot vibe, where everything is super bright. Anyways…
I am a fan of Trashhand and of his photos. So that does help.
The only thing I would of not include is the girl. Girls in guys clothing is played out. On & Beyond did it already . That is the only thing! (Let’s talk at the launch)
By the way we are dropping the new collection at the shop (Off The Hook, 1021 Ste-Catherine O.) on Wednesday October 30th. Come by!
At the end it is all about marketing…
*If you have read this far, high five!