Home » Streetwear’s favorite artist is starting his own brand

Streetwear’s favorite artist is starting his own brand

American artist Daniel Arsham, whose megahit “future relic” sculptures have made him a go-to hype doctor for the fashion industry, is launching his own fashion brand. Objects IV Life, as it is called, debuts with an opening collection of rugged outerwear, denim and accessories, including a pair of work boots with steel toes. The brand is a joint venture with Stefano Martinetto from the London-based brand incubator Tomorrow, which has also strengthened designers Martine Rose and A-Cold-Wall *’s Samuel Ross. Its opening collection debuted today on Kith’s flagship in Paris and on the brand’s website.

“Objects IV Life is an evolving proof of concept, an endless work in progress, a tangible manifesto for change: you are the vehicle,” Arsham said in a press release evoking the utopian spirit of other ethos-forward streetwear brands like f. ex. Scott Sternberg‘s now closed Entireworldand the work-in-progress spirit from Virgil Abloh‘s Off-White. In his art practice, Arsham plays on the idea of ​​pop culture and posterity; he renders artifacts from modern pop culture – like a Pokémon card or a DeLorean – in durable materials like concrete and resin to resemble classic marble sculptures, often pre-eroded with jagged pockets of pastel stone. The muted color scheme of his work informs Objects IV Life’s first collection (Arsham, Beef reports, are color blind), which come in cool, rocky neutral colors and pink, blue, and green colors.

Arsham, although not a designer by profession, has become a sought-after partner in the fashion world, working with brands including Kith (Arsham designed all of their stores), Adidas, Uniqlo and the LVMH brand Dior, Rimowa and Tiffany. These projects put him in good company with other blockbuster artists, such as Takashi Murakami and Kaws, who manage to maintain blue-chip standing in the art world and serious cred among fashion-conscious consumers at the same time. “The audience is really wide, from serious collectors to the kids,” Martinetto said Beef, and says he believes Objects IV Life can scale to compete with the cult status of brands like Jacquemus, Dries Van Noten and Ami. “This is not a hype project.”

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