MOOD: The Art of Contact Branding a New Skate Company

4-mood-nyc-boty-name

MOOD is an important new skate brand, based in New York, that challenges the “bigger, faster, stronger” MO of the radically accelerating skate industry. Founded by Calvin Waterman and Grandison Taber, Mood releases tight collections (a board, a hat, a shirt) created in collaboration with artists, designers, skaters, and “people with good ideas.”

One notable release has come from a collaboration with OMMU (the Athens bookstore), who brought in the Brooklyn painter Bill Saylor to create a rough, childlike painted board. They’ve also created a T-shirt with the designer Marc Kremers based on the logo of the video game Doom, and a full collection with the Thai painter Korakrit Arunanondchai. A hat in collaboration with the extreme blog Brown Cardigan is forthcoming.

Mood_By-Marc_Kremers

Mood’s skater-owned-and-operated model manages to evolve two principles—limited edition gear and brand collaboration—that have stalled as “fashion” has been “democratized.” In a time when brands seem to be mating like rabbits, producing ever more complex configurations (without anything particularly new), Mood shows a high level of focus and restraint.

Skate culture is a generational constant for the current set of adult men who grew up watching skate vids and now design the world around us—and Mood translates that reality into boards, hats, and shirts. Channeling other disciplines into skating means that Mood doesn’t just “celebrate” the skate ethos, it actually operates by the logic of skating—expanding its borders in a site-specific way. Call it contact branding.

www.moodnyc.com

Deeper

  • Life Exists in Images: Theaster Gates at the Fondazione Prada

    Theaster Gates' “The Black Image Corporation” presents photographs from the holdings of Chicago’s Johnson Publishing Company, a sprawling archive that shaped “the aesthetic and cultural languages of contemporary African American identity.” Gates approached the project as a celebration and activation of the black image in Milan through photographs of women photographed by Moneta Sleet Jr. and Isaac Sutton – of black entrepreneurship and legacy-making. “Life exists” in the Johnson archive, he says, just as it exists and should be honored in other places of black creativity.More
  • ALL A DAT ALL A DAT: Rap Crew 67 Can Make Anything

    Members ASAP, Monkey, LD, Dimzy, Liquez, and SJ are branching out. “67 can release rizla,” says LD ahead of the UK drill collective’s appearance this weekend in Berlin. “Not everybody can do that. A lot of people are just rappers.”More
  • 032c Resist Collection

    032c Resist Pin

    €10
  • David Ostrowski Brings Bauhaus to Warsaw’s Galeria Wschód

    The painter David Ostrowski has been off the radar for the last few years. A former student of Albert Oehlen and graduate of the Kunstakademie Düsseldorf, Ostrowski is best known for his large abstract paintings, which often include the use of spray cans and a formalistic approach to shape. Now he's back, with a new body of work and two shows – the first of which opens in Warsaw at the progressive gallery space Wschód this weekend.More
  • 032c WWB Collection

    032c WWB Rugby Shirt Black

    €115
    Buy Now