On Saturday, August 6th 2011, we opened our second flagship store. Located on Main Street in the booming mountain town of Park City, the store shines with low impact visual aesthetics in a modern apparel boutique layout.
In our business there are two types of lookbooks. One style is very produced, when we pick a location, usually a photo studio, invite a breadth of models, a photographer and stylists in order to dial in consistent looks. Often times this is an all day affair involving a pizza delivery, iPod playlists, a tethered computer running Adobe Lightroom and hours of hard work at one site. The other type of lookbook shoot, is much more free form. We take a handful of friends out into a natural environment and catch them in more candid moments. This requires the same level of planning but much less production, letting surroundings and at hand demeanors carry the mood. The last two lookbooks we have shot have followed this more relaxed, guerilla photography style and we must say we prefer it over the stuffy studio approach. Although we will continue to oscillate between these two types of lookbooks in coming seasons to keep our previews fresh, this summer’s more verite tactic is exciting to us. It reminds us of shooting urban skiing/snowboarding when half the fun is scouting unique locations and aesthetically powerful sites at which to shoot.
This spring, our video cameras were side by side with the photographers who captured the still images of our lookbook that released over a month ago.
We took a trip to Asia this fall to get a firsthand look at our manufacturing partner’s operation. In order to ensure that our final production run is spot on with the original design concepts, we flew over to China to review the physical manifestations of our mockups, vector artwork and tech-packs. Making on site tweaks and confirming final production details kept us extremely busy for our first few days there. The second half of our trip had us outside of Shanghai at one of China’s largest textile markets. We roamed the area selecting fabrics for upcoming Jiberish collections.
We also passed through the cosmopolitan city of Tokyo, Japan, allowing us to soak up 36 hours of sights, sounds and inspirations in one of the globe’s fashion Mecca’s. We were able to pop our heads into a few fellow streetwear Flagship stores and scout out locations for the future…stay tuned.
For our Fall Collection we decided to venture outside of our traditional lookbook and created a video to showcase a few pieces through film. Former Jiberish Fam athlete, and now rising cinematographer, Michael Clarke (michaelclarke.tv) got behind the lens and put together a short that captures the vibe and style of some of our good friends wearing our favorite Fall 2011 pieces on a classic autumn day in Denver.
Never Ran, Never Will