FRIEDEN S/S20
This campaign turns memories of the ‘Lonsdale Youth’ into badges of anti-racist defiance. The ‘Lonsdale Youth’ was an extreme far-right movement across Europe who appropriated sportswear brands such as Lonsdale for themselves. Even to the point where Londsale apparel was banned from schools and music venues.
Our collection claimed these aesthetics back, disarmed them, and turned what used to be associated with violence into messages of equality, kindness, and empathy. Our mission: Out-style those who spread hate. And our community joined in. Because together, we leave no space for racism.
In the course of the campaign, we flipped more of hateful symbol on its head: While the tartan pattern has an entirely different meaning and association in other countries, especially the UK, it, too, was appropriated by neo-Nazi groups in Germany and The Netherlands. So we turned this fabric into an everyday object, like a shopping bag. Black boots with white laces illustrates another 'code' of the far-right: All it took was flower power to turn their hate into a lovely flower vase.
Co-designed and photographed the FRIEDEN S/S20 campaign 'Empathy Youth'. Styling by Marko Kromolski. The model is beautiful Kobby Sefar. Special thanks to both again.
FRIEDEN S/S20
This campaign turns memories of the ‘Lonsdale Youth’ into badges of anti-racist defiance. The ‘Lonsdale Youth’ was an extreme far-right movement across Europe who appropriated sportswear brands such as Lonsdale for themselves. Even to the point where Londsale apparel was banned from schools and music venues.
Our collection claimed these aesthetics back, disarmed them, and turned what used to be associated with violence into messages of equality, kindness, and empathy. Our mission: Out-style those who spread hate. And our community joined in. Because together, we leave no space for racism.
In the course of the campaign, we flipped more of hateful symbol on its head: While the tartan pattern has an entirely different meaning and association in other countries, especially the UK, it, too, was appropriated by neo-Nazi groups in Germany and The Netherlands. So we turned this fabric into an everyday object, like a shopping bag. Black boots with white laces illustrates another 'code' of the far-right: All it took was flower power to turn their hate into a lovely flower vase.
Co-designed and photographed the FRIEDEN S/S20 campaign 'Empathy Youth'. Styling by Marko Kromolski. The model is beautiful Kobby Sefar. Special thanks to both again.