US label Perspectives Global, a streetwear brand founded in 2012 by brother duo Cody and Devon de Jardin takes the phrase “the medium is the message” seriously.
Check out their brand here and let me know if you’re seeing what I see.
In their most recent campaign the talented duo took direct inspiration from one of the oldest books in the world, the Bible, to send a message of strength, resilience, and endurance:
“Therefore we will not fear, though the Earth give way and the mountains fall into the heart o the sea, though its waters roar and foam and the mountains quake with their surging.” – Psalms 46: 2-3
We are in a world full of turmoil, whether we choose to acknowledge it wholly or not– it is present through the never ending flow of class and racial strife, international tension, hurting children, and civil conflicts in institutions.
More and more, young, talented designers are harnessing the power (and influence) of their strong visual narratives and their brands in a deliberate attempt to forge renewed meaning and send out messages to a sentient generation. Likewise, the Jardin brothers speak to their observances of a reality full of brokenness and of distractions– in which it’s become easy to stay “blind to the darkness, pain, and injustice all around the world,” in their SS17 campaign.
Life doesn’t always have to be about religion, about what you believe, or what you stand for, but it makes it a little more worthwhile living, if you do make it about that, don’t you think? Nevertheless, it feels great to see fashion brands standing for something beyond escapism and creative inspiration.
Asides from supporting their great vision, I’m also a big fan of the brothers’ activewear merchandise, namely the Katakana and Future Lite jackets.
Their lifestyle oriented outerwear is a an eye-catching alternative for you if you’ve exhausted your options with Patagonia, The North Face, Columbia, Marmot, Adidas and Arc’Teryx.
Check out the styles here:
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Future Lite Track Jacket