This is the first instillation of what i hope will be many. Tasked with finding fashion forward thinkers in the action industry started with a mere fashion on the street type standard. But faced with the fact that i am no sartorialist, i cant just look at what a person is wearing and not try to figure out the personality behind the garb. I was determined to go deeper.
I began to rack my brain and think of all the athletes i have met and the individual flair they bring to their sponsors and style i couldn’t imagine just documenting what they wore. As far as i am concerned “Name Brands, overpriced items and the hottest new style on the market all pale in comparison to the style brought together by individuals and their personalities.
This monthly essay is one that will strive to capture the real, the raw and the individuals i meet in a new light. Any stereotypes you may have had when first meeting the individual will melt away, confusion will in sue and you will want nothing more than to meet the individual with these fashion forward frame of minds.
The first of these young trendsetters is Caleb Ruecker. A Portland native and a BMX athlete iconic for his personal style, infinite flare and talent for bedazzling even the most plain of nails.
You see him fly by on the street, hop a curb and spin off into the distance, your initial though? “What a Punk” A reaction he has received with a smile for years and happens to be the same reaction I had as he was flying on his bike over a crew of us nemo workers as we enjoyed an afternoon at the loading dock. Once the intimidation and pure awe of his personal style settled in, i got a hold of him, it only took 3 years.We collaborated and talked, gossiped and giggled (yes girls he giggles) talked nails and fashion. Seriously, not the rail ogling, bmx jabber i expected. This is where the shattering of stereotypes idea came into play. I wanted to make a series of fashion essays in which this person who normally appears intimidating and hard would come across calm, collected, complex and the soft man i spent the afternoon in the park. Not the spiked, tattooed, ruecker the hucker that the world knows him as.
To my excitement he agreed. This is the series we created in an afternoon here at studio nemo.
For all you shredders out there that think helmets aren’t cool….you might change your mind after this.
Thats right, HCSC’s very own russian photo camper Kolya Tsarev has been nominated for Russian Snowboard Awards as a “photographer of the year”!
Congratulations Kolya, keep it up!
Were so proud!
Seriously crazy riding on Travis’ part, conan cracks us up!
The first email to pop up in my box this morning was from the amazingly talented Mr. Letchworth. This is his awesome new site.
That is right, the man has made history. Today, Kelly Slater earned a record 11th Association of Surfing Professionals world title at the 2011 Rip Curl Pro Search in San Francisco.