Jul 18, 2019 | By WGSN Insider
Aug 14, 2018
Since it’s founding in 2011, LA-based brand 69 has developed a cult following for its playful, expressive denim-infused attire.
The non-gender, non-conformist brand transforms everyday denim into amazing, one-of-a-kind pieces that resist easy categorisation. 69 is known to embrace inclusivity since its early beginnings, and this is visible through their promotional campaigns, look books and social media platforms. Now, you get to experience a slice of the brand’s ethos for yourself in their first solo exhibition 69: Déjà Vu. at the MOCA museum in Los Angeles. It presents a full collection of its groundbreaking clothing, along with a selection of irreverent videos and photographs that blur the line between promotional material and artwork.
Check out some of our favourite pieces from the retrospective exhibition – and hear some insight from an anonymous designer behind the denim.
“This show is like our version of Madonna’s Immaculate Collection. It’s the greatest hits, the heavies.”— 69 anonymous designer
“Who I am doesn’t matter,” they say, “It’s what you do that matters – who I am personally, shouldn’t interfere with people’s perception of what I make. I am a vessel. I’m compelled to make my ideas realities”. — 69 anonymous designer
The exhibition pays homage to the brands classic pieces like fringe masks and shoes, as well as this LA-weather ready sunblock hat.
“Our goal is to provoke a revolution in fashion. In the meantime, we’ll continue to make really joyful clothes that people can dance, party and love in—ultimately, clothes that people can feel good in. We have created clothing, shoes, fragrances, and furniture, but we also love the idea of creating homes, cars, spaceships— there’s no limit. Right now, we are daydreaming of our café in Tokyo where we make house-made macadamia ‘mylk’ and baked goods from the nut meal” — 69 anonymous designer
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