CARHARTT: A SKATE STORY
Camera work by Kaya Ivic | Modelled by Ruby Lowsley-Williams and Donald Turrell | Assisted by Zoey Jacqueline
summary
I have always maintained the long standing belief that skateboarding culture is a bedrock of street style fashion and is due credit on an abundance of modern day clothing styles and trends, specifically the blending of workwear and streetwear that originated from skateparks in the 1990s. The workwear brand Carhartt stands as one of the biggest in the world and has managed to continuously infiltrate modern day trends, with thanks to skate communities around the world keeping their street status alive. I wanted to create a photoshoot of Carhartt's clothing where instead of static, look book images, I placed their garments in a place that would capture who the brand really is; on their consumers.
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Here's how Carhartt was designed to be worn.
RESULTS
I succeeded in capturing two skaters and their clothes's relationship with skateboarding, the images were natural, amateur and honest, as the art of skate videography always has been. I wanted the images to have the feel of a home skate video in order to further push the unrefined narrative I was aiming for and to pay homage to one of the essential characteristics of skating: the filming of it. I felt as if the project has accurately portrayed the real people who wear Carhartt and partake in the sub-culture, using their workwear in an raw, unshielded setting and showing the extent that fashion can be pushed to.
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