Eytys Denim Fall/Winter 2018 campaign is an ode to 70s advertising

Eytys Denim Fall/Winter 2018 campaign is an ode to 70s advertising

Collater.al Contributors · 1 year ago · Art, Style

Taking the identity launched with its last campaign a step forward, Eytys brings back the bold and straight-forward style typical of 70s advertising.

“You can’t have my number but you can have my Eytys jeans” debuts a blonde sassy girl, “You can’t have my package but you can have my Eytys jeans”, says a hot bud with blue eyes, and also, “You can’t have our cocks but you can have our Eytys jeans”.

And so they go on with followers, children and oysters.

They’re the captivating videos from the last Eytys campaign, realized in collaboration with London based Buffalo Zine. Second collaboration for the two parties, launched in occasion of the beginning of ready-to-wear apparel production last year. While the last campaign was bidimensional, this year is all about moving image, with a series of intriguing videos of a short duration and very social-media friendly.

The magazine’s editor-in-chief, Adrián González Cohen, declared having deliberately taken inspiration from 70s ads: explicit messages and characters of an incredible ease. The ads, in fact, leave little to imagination: they begin with a tight frame on the narrating character, to then enlarge it on the full body wearing the denims in question. Right like in ads of the 70s, protagonists are good-looking and confident, but more important of the way they communicate is what they are showing: models are good-looking but even more is the product they are wearing.

Vintage inspirations are no news when speaking about the Swedish brand: starting from the name Eytys, pronounced 80s but spelled with a Y referring to generation Y grown up with MTV and workwear aesthetics belonging to 90s Californian style. These are at the core of the brand’s inspiration.

La campagna Denim FW18 di Eytys | Collter.al3

Launched in Stockholm in 2013 by Johnathan Hirschfeld and Max Schiller – childhood friends, of whom one undertook a business path, while the other grew up under the wing of Jonny Johansson, Acne Studios co-founder – Eytys was born with the production of a single product: “Mother”, the unisex sneaker with a rubber thick sole and a super minimal look. A simple shoe, representing for Schiller (former eBay addict always on the search for 70s Vans and Converse, because with a better sole) the perfect shoe you can always buy and wear. Immediately, the shoe became a cult within the streetwear world and the brand expanded its production to other shoes models of the same success, like the Angel, with a majestic, to say the least, sole.

La campagna Denim FW18 di Eytys | Collter.al4

From 2017, the brand evolves with the production of apparel, with a capsule collection of 12 five-pockets unisex jeans, proposed again this year. Among the key pieces, denim with robust contrasting seam and tartan pants with medium-high waist. Benz, Boyle and Cypress are the three main types, deliberately inspired to the American workwear typical of the east LA style. The materials are researched and, other than the Japanese wool twill and the Belgian industrial nylon, they also boast a range of stock denim found in a Hong Kong mill.

Also the jeans, like the sneakers, are unisex. The ads, in fact, aim to show how the same product can give nerve and sensuality to both genders, maintaining a baggy but bold fit that perfectly adapts to all body shapes.

La campagna Denim FW18 di Eytys | Collter.al 2
Eytys Jeans AW17 Campaign

Schiller attributes the unisex nature of the brand to Swedish political climate (ranked the fourth most gender-equal country in the world by the Economic Forum) and to its personal taste, according to which womenswear doesn’t need to be a cuter version of the original product.

“There’s no reason why clothing or sneakers should be gender-specific”

says the founder. One of his favorite brands is Cèline, which he finds very masculine but is intrigued by how a woman clod in the labels garments comes across as confident and sexy. “Instead of looking ‘cute’ and feminine, she looks powerful”. And it’s the confidence the brand aims to infuse through product design and the way this is later promoted.

As communicated within its own campaigns characterized by strong, consistent branding, Eytys makes the key pieces of modern wardrobe: sneakers and denim of a timeless look.

Text by Enrica Miller

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The Speed Project reported in the docu-film From Los Angeles to Las Vegas

The Speed Project reported in the docu-film From Los Angeles to Las Vegas

Giulia Guido · 1 year ago · Art

It all started in 2014 when six riders from Los Angeles arrived in Las Vegas. 340 miles, or just over 550km, in 41 hours.

“340 miles. LA to Vegas. On foot. No rules.”

Since then, every year, teams and groups of runners have put themselves to the test with the aim of reaching the end of this relay adventure by turning The Speed Project into a real-world event.
It’s a story of fatigue and physical strength that lends itself very well to being told through images. That’s what Johnny Carrano did in the docu-film From Los Angeles to Las Vegas, telling a race in which the important thing is not to win, it’s not to make a better time than the others, but to get to the end, for themselves, for their own team, but also for other teams and for those who have not made it. In particular, we follow the race of the 442 Snakes team, who for the occasion has also written a text, similar to a flow of consciousness, that tells us this incredible experience.

From Los Angeles To Las Vegas was previewed in Milan on December 6 and if you missed it you can watch it below.

“Are we coming from here to Las Vegas?”
Only 40 teams from all over the world are competing.
It’s not an official race.
There’s nothing more than a start, an arrival and a file of maps and directions.
Finally the big day. 4 am, the Santa Monica Pier is as alive as 4 pm.
The faces are sleepy, but the adrenaline keeps everyone awake. 40 runners are already warming up, for the gunshot that will kick off the feat.
Bang! In a short time, the sea breeze gives way to the warmth of the city. Everyone faces their own fraction and sets their own pace.
In a moment, the caravan of campers leaves Los Angeles, the streets lined with buildings give way to an uphill road, and the morning coolness is soon replaced by the warm Californian sun.
You run undaunted, between heat, sweat, and headwind.
You slowly enter an unusual routine, made of stretching, feeding, micro-sleeps. In a short time you realize that running for 10 km in a row under that sun is crazy, but luckily the sunset comes sooner than expected,
You can’t sleep at night.
The road becomes more difficult, the asphalt leaves room for the dirt road and, in some places, the dunes. Dawn never seems to come.
The sun rises in the middle of nowhere.
Although fatigue is palpable, the good mood does not fade.
After the long piece of dirt road, the final part begins the Mojave Desert, the dreaded Death Valley.
A long road, straight, in the middle of nowhere, without the slightest sign of shadow.
It inevitably slows down, the first crises begin, principles of sunshine, someone vomits, someone can’t run more than 2 km in a row.
Night still arrives and the fractions stretch again, but the legs are tired, and the finish line seems still far away.
Not even the time of a sigh of relief for the arrival of the “cool” begin long and endless climbs.
Someone seems to be giving up.
The other teams slow down, and every time you pass an opponent you regain adrenaline.
After the last, interminable climb the silhouettes of the mountains you can see a spot of light in the night.
A marathon away is Sin City!
Tiredness is relieved by the unstoppable desire to arrive, to take a picture of the mysterious sign “Welcome to Fabulous Las Vegas”.
We decide to run the last mile all together, to experience the thrill of running on the Strip, to take the credit for something that we have done together, all of us.
After 47h and 47′ the legs have no more reason to be moving, we arrived, we made it.
It took days to realize what we have done, nothing superhuman but something that we will hardly forget.
The heat, the sand, the eternally dry throat, the sense of tiredness, the dogs barking at you or the stomach that goes into turmoil.
And it doesn’t matter if who won the race took more or less of us, we had not come here to win but to do something that remained, in us, all, all together. 

 

The Speed Project docufilm From Los Angeles To Las Vegas | Collater.al The Speed Project docufilm From Los Angeles To Las Vegas | Collater.al The Speed Project docufilm From Los Angeles To Las Vegas | Collater.al The Speed Project docufilm From Los Angeles To Las Vegas | Collater.al The Speed Project docufilm From Los Angeles To Las Vegas | Collater.al The Speed Project docufilm From Los Angeles To Las Vegas | Collater.al The Speed Project docufilm From Los Angeles To Las Vegas | Collater.al The Speed Project docufilm From Los Angeles To Las Vegas | Collater.al The Speed Project docufilm From Los Angeles To Las Vegas | Collater.al The Speed Project docufilm From Los Angeles To Las Vegas | Collater.al The Speed Project docufilm From Los Angeles To Las Vegas | Collater.al The Speed Project docufilm From Los Angeles To Las Vegas | Collater.al The Speed Project docufilm From Los Angeles To Las Vegas | Collater.al The Speed Project docufilm From Los Angeles To Las Vegas | Collater.al The Speed Project docufilm From Los Angeles To Las Vegas | Collater.al The Speed Project docufilm From Los Angeles To Las Vegas | Collater.al The Speed Project docufilm From Los Angeles To Las Vegas | Collater.al The Speed Project docufilm From Los Angeles To Las Vegas | Collater.al The Speed Project docufilm From Los Angeles To Las Vegas | Collater.al The Speed Project docufilm From Los Angeles To Las Vegas | Collater.al The Speed Project docufilm From Los Angeles To Las Vegas | Collater.al The Speed Project docufilm From Los Angeles To Las Vegas | Collater.al The Speed Project docufilm From Los Angeles To Las Vegas | Collater.al The Speed Project docufilm From Los Angeles To Las Vegas | Collater.al

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Godzilla: King of the Monsters is ready to return. Watch the trailer!

Godzilla: King of the Monsters is ready to return. Watch the trailer!

Giulia Guido · 1 year ago · Art

After 5 years Godzilla seems ready to return and Warner Bros. and Legacy have just released the official trailer for Godzilla: King of the Monsters. The film will be the third in the MonsterVerse cinematic universe, which began in 2014 with Godzilla, developed with the film about King Kong, Kong: Skull Island in 2014 and which will end in 2020 with the most anticipated clash ever, Godzilla vs. Kong. Before the final, however, Godzilla: King of the Monsters promises to be an epic battle.

Four months ago, the teaser focused on human characters, finding old characters like Dr. Ishiro Serizawa and new ones like little Madison Russell, played by Millie Bobby Brown, the Eleven of Stranger Things. This trailer instead shows us the real protagonists, the Titans and the clash that will arise between Godzilla, Mothra, Rodan, and Ghidorah.

To understand if this film will live up to the 34 previous ones dedicated to Godzilla, we just have to wait until May 2019.

godzilla king of the monsters | Collater.al

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Pantone announced the Color of the Year 2019: Living Coral

Pantone announced the Color of the Year 2019: Living Coral

Giulia Guido · 1 year ago · Art

Four days ago Pantone officially announced the Color of the Year 2019, next year to take the place of Ultra Violet 18-3838 will be Living Coral 16-1546, a shade of coral pink that makes you immediately think of summer and sunset. And it is precisely the carefree, playful and optimistic aspect of life that Pantone wants to celebrate with this choice.

Pantone Living Coral Color of the Year 2019 | Collater.al 9c

As always, after having heard positive and negative criticism about the choice and after having definitively accepted it, Living Coral will slowly begin to be part of design, fashion, beauty world collections and in a blink of an eye we will all find ourselves with an item of clothing, a pillow, a set of plates or an accessory of this color.
In order not to make you find yourself unprepared and beat everyone on the times we propose some ideas to show off the best Living Coral both inside and outside the house.

First of all, if you’re still not sure which color corresponds to the name Living Coral, take a look at Pantone Pantry, a sort of experimental pop-up, made by Tribute Portfolio in collaboration with Pantone, which celebrates this shade of pink allowing visitors to fully immerse themselves in this color, opened at The Royal Palm South Beach in Miami.

 

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Pantone meets all digital creatives, offering, in collaboration with Adobe Stock, hundreds of ideas all inspired by Living Coral. If you are looking for images, photographs, videos or illustrations of this color you must go and have a look.

Pantone Living Coral Color of the Year 2019 | Collater.al

If, on the other hand, your goal is to bring some color into your home, the Living Coral can prove to be the perfect one. Thanks to WOOD-SKIN, manufacturer of three-dimensional panels, you can have a coral pink furniture with a 3D surface, created with dozens of triangular plates assembled together; Studio Lido instead counts some design objects of this shade, from armchairs to watches; finally in the Float collection of Novamobili, you will find a chest of drawers that will suit you.

Pantone Living Coral Color of the Year 2019 | Collater.al

 

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Pantone Living Coral Color of the Year 2019 | Collater.al   Pantone Living Coral Color of the Year 2019 | Collater.al

Living Coral can cover your sofa or home pillows thanks to Kravet fabrics, with a thousand patterns but always in the color of the year. The 16-1546 shade will also come to your table thanks to the beautifully decorated plates from the Bouquet Pink collection by Ilaria.I and the unmissable cups from the Copenhagen Design studio.

 

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Living Coral can also be part of your life at work with the diaries and notebooks of BrownTrout and of your everyday life with the nail polishes and lipsticks of Butter London, which will give a fresh and pop style to your whole look.

Pantone Living Coral Color of the Year 2019 | Collater.al

 

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Now we just have to wait for Living Coral to arrive on the catwalks all over the world.

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The artistic movements merge in Pitta kkm’s tattoos

The artistic movements merge in Pitta kkm’s tattoos

Giulia Guido · 1 year ago · Art

From David Peyote’s Canada, we cross the Pacific to South Korea, fascinated by the unique style of tattoo artist Pitta Kim aka Pitta kkm.
The beauty of his work has led him to be known internationally and to be hosted in different tattoo studios around the world. What characterizes what I would call true works of art is the use of bright, full and strong colors with contours usually made with thick gold lines.
Even the style is unique in its kind, Pitta kkm combines in a single tattoo different artistic currents, from the Korean and Asian tradition to the works of Klimt, Botticelli, Magritte, and many others. His works are an explosive mix of genres and subjects, of different colors and patterns, thus bringing together a modern art form like that of tattooing with the great classics. These are works that you will appreciate even if you are not a fan of the genre and if you ever feel like getting tattooed by him know that he has a very long waiting list and you can wait a long time, but I’m sure it will be worth it.

Pitta Kim Pitta kkm | Collater.al Pitta Kim Pitta kkm | Collater.al Pitta Kim Pitta kkm | Collater.al Pitta Kim Pitta kkm | Collater.al Pitta Kim Pitta kkm | Collater.al Pitta Kim Pitta kkm | Collater.al Pitta Kim Pitta kkm | Collater.al Pitta Kim Pitta kkm | Collater.al Pitta Kim Pitta kkm | Collater.al Pitta Kim Pitta kkm | Collater.al Pitta Kim Pitta kkm | Collater.al Pitta Kim Pitta kkm | Collater.al Pitta Kim Pitta kkm | Collater.al Pitta Kim Pitta kkm | Collater.al Pitta Kim Pitta kkm | Collater.al Pitta Kim Pitta kkm | Collater.al Pitta Kim Pitta kkm | Collater.al Pitta Kim Pitta kkm | Collater.al

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