Warning: This is a wordy one…hope you have time to indulge. =)
This week has been KILLER. While desert goers have returned like the Walking Dead to zombie the streets of LA trying to recover from the hedonistic onslaught of pure and unadulterated fun, I’m over here bouncing off the walls of my brain, buzzing with the anticipation of Coachella: Round 2 on the horizon. I can hardly stand it. Nerves are at a 10, and I need to be at, like, a 4 in order to get anything done.
Thankfully, my super outdoorsy best guy friend, Mike, always shows me cool shit that he finds online, and this time his offerings proved very helpful in my attempt to refocus.
He told me to peep these short films by Sitka, this really dope Canadian surf/skate brand that slangs the notion of apparel as a basic necessity, and they do it with such eloquence, both verbally and visually.
Since I’m such a sucker for words, I’ve decided to be annoying and copy/paste their message:
“At the centre of our collective consciousness is a reverence for our environment – both the natural and urban worlds that we have created for ourselves. Sitka is a product of these environments, in which we find ourselves so at home. We’re found wandering the peaks and valleys of the mountain passes…[and] the rainy city blocks of the urban commute…And, if you’ve found yourself in these places; places where the fog clings to the trees and the ocean breathes salty breath on your face, remind yourself that there is no bad weather where there’s good clothing. And, for that, Sitka has got you covered.”
Visually, they’re far from your typical skate brand with thick woods and mountains as their backdrop in place of hot, grimy LA/NY streets. Sitka is this beautiful winter that we can’t touch.
And, clearly something about those Pacific Northwest boys really does it for me.
So, this post is dedicated to some of the best dudes I know.
You know who you are…
So, check it. I’m all about giving props where props are due. I think I’ve even used that line in a previous post…maybe a few different posts…and I’ll keep saying it. #IDGAF. It feels good to give dabs because I know what it’s like to pour your heart and soul into something until you’re lying there bleeding all over the floor. I know. It’s a little dramatic, but creatives can attest. Seriously, that’s how it feels. It’s funny, we all say we do it for the love or for the art, but come on. Sometimes it’s nice to be recognized for a job well done.
It’s undeniable that lately our family of clients have been stepping it up artistically for what we used to dismiss as “unusable images.” Now, a look book is an inspired, editorial take on line sheets, a creative outlet for many brands who are looking to make their distinctive stamp known and not forgotten. So, I’ve decided to add a section to our blog to showcase the best of the best.
Welcome to LOOK.BOOK.LOVE (Vol. 1)
First up: a new men’s brand called Chapter headed by our buddy and creative director, Devin Carlson. It’s actually been out for a while, but it’s the one that inspired me to do these posts in the first place. So here it is. Look on, and get lost…
Don’t forget to follow them on instagram for more daily imagery @joinchapter