THERE IS NO SUCH THING AS BAD WEATHER WHEN YOU HAVE GOOD CLOTHING.
I have legitimately not stopped thinking about that line since I’ve seen it on the Sitka site. What a line. What a fucking line. Succinct, evocative, terse. Beau-ty. A little background; Sitka is a surf and skate shop with an apparel line based around elemental wear and the complex relationship between clothing and the environment. Their Fall/Winter 2013 campaign above is a short film that is so charming and entertaining, you forget that its meant to sell you clothing. Such an intelligent example of branding that not only captures the essence of the product, but is so much fun to share and experience.
The clothes on our body are just that, but the backbone of fashion is the philosophy of self expression and the deliberate detail and effort one puts in an otherwise everyday, mundane activity. Putting on clothes is a political act, in and of itself. What you do with your clothes, what you do with your business, and how you choose to interact with the people around you while making your money; that is consequential. Working in fashion can make a cynic out of any glossy eyed 16 year old with a worn out Dazed and Confused magazine, but to see businesses like Sitka work their brand so effortlessly is so inspiring. Good copy isn’t only memorable, it’s potent.
Some days I wish I can just let it all out, no filter, get the words on the page, edit later, improve it later, re write later. But you have to want it right, when you see right right in front of you, it looks it and smells it and tastes it. Your work improves when you practice it, but taste must be taught. Taste must dictate everything. Set the bar high and reach higher.
Driftwood lives on.