Culture
LUCID RUSH is not only clothing. Documentation of the things the brand actually comes from.
3AM On The Ring Road
Four cars, one empty ring road and the two hours when a city finally belongs to the people awake in it.
Empty Forecourt
The Drop 002 campaign, shot in one take at a closed petrol station outside the city.
The Room With No Photos
A basement night with a phones-down policy, and what happens to a crowd when nobody is performing for a camera.
No Itinerary
Three days on a coastal highway with no bookings, one bag and a broken phone charger.
Notes On Washed Black
Why we garment-wash every black piece, and why the third wash is the one that matters.
People Of The First Drop
Twelve people who bought Drop 001 in the first hour, photographed six weeks later.