SS19

RODEO

MOVING TOWARDS A NON-TRADITIONAL ROAD, ONE THAT IS NEITHER THE SHORTEST NOR THE MOST DIRECT.

RODEO IS INSPIRED BY THE OLD TRADITIONAL COWBOY IMAGE. IN 1871, THE COWBOY JEANS EMERGED. THEY WERE ORIGINALLY DESIGNED TO BE WORN BY COWBOYS.

WE ARE INSPIRED BY THE KINTSUKUROI JAPANESE TRADITION, WHICH IS DEFINED BY ACCEPTING IMPERFECTIONS AND BECOMING STRONGER. IN JAPAN, WHEN A TEACUP OR PLATE BREAKS, IT IS GLUED BACK TOGETHER WITH GOLD. WE USE A GOLDEN THREAD IN OUR DENIM TO JOIN TOGETHER PIECES OF FABRIC AND SHOW THAT REPAIRED CUTS AND SCARS ARE A SIGN OF MOVING FORWARD AND A CELEBRATION OF OUR FLAWS.

“EVERY SCAR IS A DEMONSTRATION OF OUR OWN PERSONAL GROWTH”