This sweatshirt is by Mr. Gugu & Miss Go, a European brand hoping to "show you what is worth wearing not only today, and not only tonight, but tomorrow and the age after tomorrow. The wise know that times have changed," they continue. "Well-known producers, too, who once produced better collections, now only use the simplest ideas to make you look stupidly the same. The world has gone mad today, and good is bad today, and black is white today, and day is night today."
Which of course begs the question of whether this undeniably awesome sweatshirt glamorizes drug use - or qualifies as subtly ironic social commentary about mega-brands like Coke, and of course coke. “If I have to work at 6 in the morning and I have to be on top of the game, I’ll do it - I’ll take a gram of coke and make half a million dollars," observes one European Wall Street guy working in finance in NYC. "I do it every day.” Bearing in mind that two grams of the stuff cost him$150 - back in 2007 - "Kristoff" here was shoving over $2,000 a month up his nose. (image)
But that's always been part of the allure of cocaine in pop culture myth. The fact it's so spendy and therefore has a rich/famous/fabulous quotient. Unlike heroine or meth, which conjure up visions of tooth-challenged, homeless looking "druggies," coke has always had a more glamorous, edgy appeal. After Kate Moss graced the cover of a British tabloid snorting coke, she emerged from rehab to an ever more successful career involving splashy ad gigs and even her own line with Topshop. “You never hear about the addiction, you just hear about exclusive photos of wild parties with cocaine," says Dominic Streatfeild, author of “Cocaine: An Unauthorized Biography. “The dangers of cocaine are without a doubt very real, but it’s never dispelled that Champagne image...In a culture obsessed with celebrity,” he adds, “the fact that cocaine makes you feel rich and beautiful — it’s the perfect drug for our times.”
- Lesley Scott
The aggressive yet fab feel of this sweatwhirt is a stylish signature of the Apocalytical fashion tribe which has a chic, effitalltohellalready vibe. For more of my posts and podcasts about the Apocalytical tribe, CLICK HERE. To learn more about each of fashion's four mega-tribes that I track, START HERE.