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How can we cultivate a thriving fashion industry that creates prosperity for all people, communities, and the planet? From the moment LN-CC launched LN-CC Conscious in 2014, this is a question we have continually asked ourselves and our brand partners. There is no escaping the fact that the fashion industry is one of the largest, most resource intensive industries. While the industry continues to improve its social and environmental performance, it is still far from sustainable, and fashion companies are not implementing sustainable solutions fast enough.
After partnering with The Bear Scouts – an agency designed to help brands implement sustainable practices – to produce a series of conscious capsule collections, the LATE NIGHT – CONSCIOUS CAMPAIGN launched last year. This unisex capsule collection in collaboration with Martine Rose utlised deadstock and off-cuts of fabric from the brand's studio, while the manufacturing cost was funded by the initiative, produced in sustainable facilities and presented to raise awareness. Building on the first capsule, LATE NIGHT – CONSCIOUS CAMPAIGN 02 sees Los Angeles-based label HYMNE collaborate with like-minded City of Angels neighbours Online Ceramics on an upcycling project, Dear Hearts.
Having worked with some of the top talents in music, art and design, HYMNE is the responsible apparel medium to Jide Osifeso’s artistry. Since its inception in 2015, the brand has been conversations between life and art, the past, present and future. Designed with a utilitarian mindset, each HYMNE product is balanced with purpose using modern and luxury textiles. Drawing inspiration from vintage Americana, utility, and irreverent graphic design, everything is reimagined through the lens of recycled and sustainable fabrications. The concept for this Dear Hearts capsule evolved out of conversations Jide had with his friends at Online Ceramics. Launched in 2016 by friends and Columbus College of Art & Design graduates Alix Ross and Elijah Funk, Online Ceramics offers sought-after, counterculture tie-dye and screen-printed pieces inspired by 60s psychedelia, the history of DIY punk, independent film, environmental advocacy, spiritual practice, and more. Not only does this HYMNE x Online Ceramics capsule upcycle textiles, it repurposes ideas and realises old conversations. Dear Hearts encapsulates the reduce, re-use, recycle mantra. “The only obstacle we faced was COVID-19,” explains The Bear Scouts’ Dio Kurazawa. “Although the materials are all using dead stock, factories were closed for much of the time we had to produce but the participants were all amazing and very understanding.” Responsible fashion can be dope.
As LN-CC invites London based fashion and portrait photographer Ellis Scott to shoot Corey Chuck in the conscious capsule, Jide Osifeso talks us through the collaboration.
Firstly how are you, where are you and what and have this interview interrupted you from?
I’m great, thank you. I’m currently in Montecito, CA taking a bit of a break. Work and travel have been madness lately so I’m hiding out for a few days.
Thanks again for taking the time, Now onto your world... How do you like to be introduced? If you can summarise your creative output and what drives you into a few lines, how do you like to do so? The last thing LN-CC wants to do is make you cringe in our introduction!
Haha well it would probably be the most fitting to call me a Creative Director although that title is a bit strange to me. For the sake of time let’s go with that! What drives me is a desire to simply challenge myself. How audacious can my ideas get?
What attracted you to take part in our LATE NIGHT – CONSCIOUS CAMPAIGN? For our part, the campaign’s aim is to support brands to produce sustainably while shining light on the issues faced by the industry, and we couldn’t be happier that you are a part of it but what made you say yes?
It was a no brainer. I’m a big fan of LN-CC and have been for years. For a store such as this to really get behind responsible production practices and ethical business in general is something I wanted to get behind fully. I wish everyone did this. We need this to be standard practice.
Could you introduce the why, who, what and how of your LATE NIGHT – CONSCIOUS CAMPAIGN? What was the catalyst for the designs? What would you say was the driving force behind the collection?
The campaign was based on silhouettes we’ve been running that we really love and a graphic concept I came up with last year with my friends at Online Ceramics. When we went into thinking about making goods on recycled and upcycled goods, we also wanted to repurpose ideas we previously had, but had yet to place. We came out of it with Dear Hearts. Dear Hearts is the name we give HYMNE and Online Ceramics collaborative product. That was birthed in this project ideation.
What would you say this project has taught, affirmed, or revealed to you?
Again, this type of exercise in efficiency is important. As time goes on, it’s more and more evident that a product made of virgin material is more and more difficult to justify.
Beyond killer product, what do you hope our community takes away from the campaign?
HYMNE is back.
Finally, what excites you most about tomorrow?
How special is it to wake up with the ability to explore life’s wonders? That’s enough for me.
Photography Ellis Scott, @ellisscottphoto
Model Corey Chuck , @Nevs