It takes a common interest in order to unify. And the love for jeans is shared by people from every imaginable background. As such, “oneculture” is an amalgamation of all cultures in that it references the denim lovers of the world as a collective.
In The Beginning…
Given the multitude of quality dry denim brands, why should people consider oneculture?
Throughout the years this question has remained a permanent fixture within my thought process. In fact, I consider it to be THE proverbial starting point. From it, I came to realize that I am absolutely intrigued and inspired by two things:
1) Great story tellers, and
2) The skill & creativity it takes to do a lot with a little.
As such, I consider myself to be on a constant quest to master the art of communicating. The world of dry denim is saturated with denim brands that tell the same story. From the outset however, my intent has always been to stand apart from my competitors, and I very much look forward to defying convention by providing an alternative to structure. oneculture is dry denim with it’s own purpose and character.
“Hello Again, 1970”: behind the classic album
I allow myself to drift into the proper zone in order to brainstorm; it’s a requirement actually. I sit & sip strong coffee and listen to old 60’s/70’s music–the good stuff! The caffeine and the music together work like a medicinal cocktail, lifting my spirits while allowing my mind to finger and fondle many possibilities. It was during one of these “trips” when I realized the similarities between my own creative process and that of many great 60’s/70’s recording artists (although they used much stronger drugs!). That’s how I came to consider referring to oneculture’s summer season as a record album, who’s “classic” aspect is reflected in the upgrades. Additionally, this season’s thread color reference (1970) as well as the style name of the boot cut (Hello Again) lent themselves perfectly to an album title. Hence, summer 09’ became my classic album: “Hello Again, 1970”.
Introspection has helped to shape my design approach thus far. I was born in September of 1970 and have subsequently become completely obsessed with 70’s pop culture. Thus, as a design project, oneculture presents the perfect opportunity in which to incorporate details that reflect my profound nostalgia. For instance, and for those who don’t already know, the style name “PULSAR” is inspired by an action figure that I’d gotten for Christmas in 1978.
Additionally, the thread color references, “1970” (beige, olive and brown) and “1978” (orange, brown and turquoise), are comprised of colors that were prevalent during those years. I’d specifically pulled the 1970 color pallet from an old Polaroid photo. In short, oneculture is void of random details; every line is well thought out and thoroughly rehearsed prior to “show time”. Believe it!
Three years ago…three of the Bay Area’s most powerful artists joined forces in order to let their “Wonder Twin powers activate”. This meeting of minds resulted in guerilla: without question, the most interesting café I’ve ever visited. Part art gallery – part 70’s retro café/diner, it exudes a strong sense of identity and style that even spills out onto the sidewalk where a “guerilla crossing” sign is posted. Additionally, the phone booth outside is reminiscent of a 1970’s urban guerilla headquarters. The patrons and the staff alike are very much reflective of the Bay Area’s cultural diversity—an eclectic mix of educated, socially conscious forward thinkers. And there’s always good music playing!
guerilla café is an excellent addition to Berkeley’s local flavor. It stands as an avatar of cafe culture in that everything about it, from the warm & earthy environment, to the coffee & delicious menu options on down to the very interesting and unusual art pieces seems tailor made to stimulate thought and conversation…just like caffeine!
However, I was so intent on getting in, shooting my model and getting out of their way that I failed to capture guerilla’s true charm in my photos. You’ll simply have to take my word for it. And by the way…
Among other things, home town pride is a HUGE motivating factor for me! The San Francisco Bay Area is ripe with creative souls that foster an environment conducive to entrepreneurship. Ultimately, I’d like to build upon the legacies left by two of the most influential and successful businessmen in Bay Area history: Levi Strauss (Levi’s) and Donald Fisher (GAP). This goal however, if at all attainable, is still many, many years away…
Right now my focus lies squarely on developing products punctuated with unique character, and which incorporate fabrics and craftsmanship of unquestionable quality. Getting this aspect *just right* is what’s ultimately going to help bring the entire scope of my vision to fruition.
But life is full of curves, dead-ends and disappointments. Whether I’ll actually “make it” or not is unknown. But to me, the “unknown factor” has been the most compelling part of my journey thus far. I’m a fashion outsider: just a creative guy with lots of ideas and a crystal clear vision. But from where I sit, I have nothing to lose by giving it my best effort.
I’ll keep you all posted. Stay tuned.
For those who love jeans
Available @ The BLUES Jean Bar:
1827 Union St
San Francisco, CA
377 Santana Row
San Jose, CA 95128
1409 Montana Ave
Santa Monica, CA 90403
2210 N. Halsted Street
Chicago, IL 60614