Anti Fashion Case Study #1
Fuck it; let's talk about one of my favorite topics. Anti Fashion. For the people in the back, anti-fashion is seen as a subcultural movement, which has been the most significant driving force for the fashion industry. The people behind the term "Anti-Fashion" are giving the middle finger to traditional methods for the world of art. Some are not even doing seasons or conforming to fashion industry standards as a whole; as I said, they are giving everyone in fashion the good ole fuck you. I love that. More people need to get their heads out of a place where the sun doesn't shine and also give a fuck you to pricks who have as much creative direction as a very talented five-year-old. Today's case study will discuss the Chrome Hearts brand and why they are Fashion heroes. Yeah, I know they don't label themselves as a fashion brand, which it's clear they aren't, but they are one of the few tremendous modern-day examples of what craftsmanship is and holding brand integrity.
Case Study: THE STARKS
THE STARKS
On the left is Richard Stark, and On the right is Laurie Lynn Stark. They are better known as the founders of Chrome Hearts—one of the most respected and coveted businesses. Many people may ask what kind of company this is since they dabble from fashion to furniture, but the family likes to call it the chrome hearts business. The rejection for even labeling the brand something the cookie-cutter fashion/lifestyle industry would be a huge step in what I like to call the fuck this, fuck you industry. Keeping this brand family-owned is also another rare thing we don't see much in today's mass-produced world. They also don't do fashion shows or make things for the different seasons as we see in traditional fashion nature. They make things when they feel like it. Another good ole fuck you to all these up-tight fashion/artisans brands. I think it's this self-confidence they have as a brand that makes them so attractive and cool. They could give a fuck what you think, and they are creating for the pure reason to create. Not to make something trendy and forgettable. They built this brand on the foundation of integrity.
What stands out to me the most when looking over their legacy thus far is their blatant hate for the e-commerce world. In an interview with Hypebeast, Richard Stark said there would be no actual press for the brand if it weren't for his wife, Laurie. He enjoys how things once were before the internet. This is why you have yet to learn what Chrome Hearts makes entirely: they post very few items for sale on their website. They want you to come into their stores instead and look at the items without knowing what to expect. Seeing that they do this, Chrome Hearts is yet again standing their ground and not giving a fuck about what's trendy or acceptable. They want to connect with their client base and make this a personal shopping experience. That's their magic. Today, we see much technology taking over human tasks/jobs. This also makes the brick-and-mortar store less popular when you could have something shipped to your house. Chrome Hearts won't fail as a brand because of its authentic nature. They will always have their stores because that's how you can purchase their goods. This business model is rare today, and it truly struck me. More brands/companies need to take notes from the Stark family.
Another thing to note is that they care about attention to detail for every product down to their magazine, which is said to take almost a year to make just one. They aren't worried about pushing shit out to push it out. Another reason Chrome Hearts is one of the most respected brands in the game is that they don't care about the aftermath. They aren’t making something because they want it to be trendy and sold out. They care about making something unique. They prove that you can drop your fucking labels, drop this need to push and sell to as many fingertips you can get a hold of, and bring in some fucking brand authenticity. For my fellow artist out there getting started, the internet is already filled with a bunch of arrogant fucks; be yourself and not give a hoot who likes/dislikes your art. These people are ahead of their time, especially in our oversaturated/overstimulating world. Follow their wisdom or don't. It's up to you.