CREATION SS15 Lookbook
Words by Bossman75
We featured the t-shirts from this season’s collection just a few weeks back, now our buddies at Creation have done a lookbook and official PR release. Whether you’re on board already or not, I feel obliged to spread the good word on the work they continue to put in as they near their one year anniversary. As the legitimacy of what Creation has to offer continues to emanate, I’m of the opinion that these guys are inexorably under selling themselves.
“We set out to borrow the artistic soul from the world’s subcultures to create something new” – Paul Sid.
Doing it their way is what sets CREATION apart from other brands. You see, their influences aren’t drawn from any other brand that is queuing up to dip into your next pay cheque. Truth is, if you ask Emmet for his opinion on the state of the current streetwear scene he wouldn’t even be able to tell you who’s in it, let alone the state of it.
“CREATION is just good t-shirts, cut up zines and fantastic reggae nights” – Emmet Keane
And with those reggae nights Emmet spoke about, CREATION are soundtracking their own journey, it’s now up to you if you want to come along for the ride. With Margate up until now being the home of these nights it seemed fitting that CREATION chose the town to be the backdrop to a shoot featuring their latest collection, in particular the areas behind the uprising polished fascia’s.
“We see beauty in the neglect. The concrete and clay and general decay has a hidden charm, yet all the while the ocean over one shoulder reminds us that nature will still find a way.” – Matt Smith (Union Approved)*
Shot one blustery Saturday morning with local model Matty Adams (Margate’s answer to Ragnar Lothbrok), CREATION captured the cold concrete backdrop of the Turner Centre, above and below the bold and beautiful Arlington and all around the delightfully decaying Lido complex.
model: Matty Adams / photographers: Matt Smith* & Phil Smith / styling: CREATION