When I wanted to refurbish a pair of old Nike Air Force 1 two or three years ago, I went to Instagram to search for DIY templates. At that time, this version with the outline of the marker pen attracted me the most, so I copied it.
In recent times, Ouyang Nana, Cai Xukun, Zhao Wei, Zhang Yuqi, who have been on Weibo hot searches all day, are wearing "Fendi California Sky" series of clothes.
is strange! I want to DIY again. Buy a pure white dress and outline it with a marker. It is simple and easy to use.
When I searched Fendi designers out of curiosity, I found that these two works were designed by California artist Joshua Vides.
In 2017, he became famous because he posted the DIY photo of Nike Air Force 1 on Instagram. It has successfully cooperated with Fendi in just 3 years, and it is also a popular series that the brand promotes.
Joshua Vides
Joshua Vides is 30 years old this year. His parents are Guatemalan immigrants living in a poor community in Los Angeles.
He has been in the clothing business since he was 19 years old. He has done all the jobs in this industry chain, and he also owns a streetwear brand called CLSC. Although the brand of
is not very well-known, in the past 10 years, he has been fully responsible for the work from design, operation of to sales of , and he is very clear about the rules of this industry.
Joshua Vides has liked to draw comics with marker pens since he was a child. He likes the style of Simpson series and Snoopy series . The starting point for each creation is a blank paper and a black marker .
had a whim once he wanted to see what would happen if he abandon all the complicated color matching and structural design and turn his clothes into sketches. After several trials, Nike Air Force 1 became his most satisfying transformation.
When he took the photo and sent it to his friend who works at Nike, his friend stared at the photo for a long time before realizing: is not a cartoon, but a pair of real sneakers .
If Joshua Vides only regarded this sneaker renovation as a pure DIY project, this idea would soon be imitated, and it would not rise to the level of artistic style at all. Just like me, I found it on Instagram The picture can be DIY easily.
But he saw the essence and discovered that it actually turned , an object in the three-dimensional world of , into a black-and-white comic in the two-dimensional world of . The method is simple, the concept is precious, and the visual impact is strong.
So, he created many works that have nothing to do with clothing, and quickly put his own label on this concept.
As Joshua Vides became more and more popular on Instagram, he thought of a way to not only make his creative appreciation , but also 7z immerse himself in the line of money. The
series of works is called Reality to idea, which means to bring reality back to the origin of creativity.
Reality to idea Los Angeles
He rented a house in Los Angeles, turning the entire space into a two-dimensional black and white comic, and parked this modified 1995 Acura NSX in the middle. In the
New York exhibition, there are more daily necessities, including a full set of furniture, sneakers, shoe boxes, skateboards, table lamps, etc. that have been transformed in his style.
Reality to idea New York
If these two exhibitions are still on the basis of only charging visit fees , Joshua Vides immediately created an immersive space that can be used commercially.
He renovated a "White Wedding Chapel" in Las Vegas, named Til Death Do Us Part.
Til Death Do Us Part Las Vegas
$250 can visit this church for 1 hour; $500 can watch other people's wedding ceremonies and take pictures; $4,500 can hold a wedding here.
Since he posted pictures of the church on his instagram, it has immediately become a place for online celebrities in Las Vegas, and because the design is too unique, news reports also provide him with free advertising space.
So soon, a brand found Joshua Vides co-branded, and his approach is still unique.
Reality to idea The interior space of the joint trip
Joshua Vides didn't want to put the designs of other brands into a space with its own unique style for the sake of joint names, so I thought of the "joint trip" method.
He rented a truck and installed it as an immersive space. He and his team drove this car to 7 cities in the United States and completed a 9-day Reality to Idea joint tour.
This truck will stop in front of shops such as MLB and Stussy in the city. The truck will sell official Reality to idea products, and the shops passing by will sell T-shirts co-branded with these brands.
In less than 3 years, the work of Joshua Vides continued from shoes to various daily necessities , from 7z to the very immersive style of 7z. Taking advantage of the trend of street brands and luxury goods co-branding in recent years, Fendi finally found Joshua Vides last year and invited him to design a pop-up shop & coffee shop for Fendi in London.
This shop is designed by Joshua Vides from the inside out, from decorations to cakes and coffee, providing customers with a coffee shop that can purchase luxury goods and experience an immersive art exhibition.
In July of this year, Fendi and Joshua Vides's clothing series "California Sky" went online. This is Joshua Vides' most thorough luxury collaboration so far, and this series has almost unforgettable capabilities.
Fendi California sky
is not only Instagram, including our Weibo, Douyin, there are also many very creative people, but like Joshua Vides, it can take three years to transform from an online celebrity who transforms sneakers into luxury There are really too few artists who are co-branded.
This not only benefits from his accumulated nearly ten years of experience in the fashion and apparel industry, but also a very important point: his ability to plan his own business .
He shared a story about LeBron James , which really impressed me.
"Once, James’ team sent me a private message and wanted me to give James a pairOff White X Nike Air Force 1, I asked them if they have any renovation fees.
They said that James would never pay for designers, because this is a sky-high advertising space, and most people can't ask for it. I just said directly: I don't need publicity, I need money, hahaha! "Z1z
Although this is just a joke, James finally put on these shoes, but what I admire is: Joshua Vides clearly knew that what he needed was funds to carry out more ambitious projects, not just to transform a pair of pairs. Shoes.
After he said he became famous, his mother asked him a question: , "have you been doing this for so many years, why did they suddenly call you an artist? "Z7z
He doesn't know how to explain this matter. When I look back, he only feels that he is a person who has been creating new things.
" I think instagram has helped me a lot. It is used to record creativity for me. , Not to show off results.
I don’t know how to share my car, house, or life, so no one wants to watch them! I only share work, so the only way to keep it going is to keep creating. "Z1z
planning|Modern Sky ZERO editorial department
Supervisor | Wu Sanwu Wu Wang Shuo
Edit | Duan Zhangpe
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