Artificial Grunge is the theme for our Fall 2013 collection. This theme reflects our collective memory, and the commercial memory, of grunge more than the actual grunge lifestyle. The grunge we have created can therefore be called artificial.
We picked grunge because it is the last "youth movement", it was truly rebellious and grass root. Today, in a world of fast fashion and medialized culture, these youth movements are hard to find since they are picked up commercially almost before they even appear. The lines between what is "real" and "artificial" are blurring, and what is really "real" anyway? Was grunge itself ever real?
Our grunge aesthetic is therefore mixed up and deliberately not an accurate blueprint of the early 90's style. Clashing the classic with top of mind-images from the grunge era creates something new for Fall 2013.
