Global collective Brain Dead are far, far from creatively catatonic. Recently connecting with Reebok for the interstellar Zig Kinetica II, Brain Dead’s effervescent energy has seen them launch the Chuck 70, Beatnik, Pump, Classic Leather, a Clog,
Congratulations on launching the Brain Dead store in Harajuku, Japan! How does a place like that inform the Brain Dead aesthetic? You know what’s funny? I would say I used to be really inspired by Japanese design and streetwear (which I love), but
You love climbing, right? It must’ve been a nice moment to collaborate on shoes designed specifically for that activity. To be honest, I love clothing. I love working within it, but at the end of the day, I think I’m less interested in apparel at
Can you tell us a little bit more about the Brain Dead x Reebok Zig Kinetica II I was talking to Reebok about old shoes I wear like the Zig Kinetica and the ATV sneakers. They showed me the new Zig Kinetica II and I was really into it. Initially,
Is that what initially sparked your interest in Reebok? The experimental nature of models like the Pump and Shaqnosis? Yeah, they’re just so futuristic. I really love the Pump because it’s so wild. I’ve never been a ‘hype shoe’ guy, but when you w
How did you build the Brain Dead storytelling around the Reebok Beatnik? The Beatnik has this futuristic folk element that I really love. The stained cow-hide was really inspired by my dog Suzy, but I love the combination of the synthetic and orga
Can you talk about your relationship with the Converse Chuck 70? How did you alter the perspective on such an iconic silhouette? The Chuck is always really hard because it’s such a classic shoe, and you don’t want to change too much. I thought imm
Do you find it hard to reconcile having these ideas while working in fashion? Given that fashion has long lived in a kind of ‘bubble’ of late capitalism, and is sometimes impervious to outside noise. Again, I don’t feel guilty about making product
Do you think the fashion industry is becoming more aware of their responsibility now? I do think so. A lot of people talk shit because you’re doing virtue whatever, virtue signalling like the bigger brands. But at the end of the day, they have to
It takes a lot of guts to open a cinema during a pandemic... I feel like if you just push the energy, it’s going to work in the end. If we just opened Brain Dead retail stores, I’m not sure how successful that would be, to be honest. How about a s
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