London based streetwear brand SCRT has dropped a new capsule collection touching on the themes weaved throughout cult classic ‘Fight Club’.
Having started as a self-funded project way back in 2010, London based SCRT has been working tirelessly since to produce forward-thinking streetwear pieces.
Collaborating with brands around the world and promoting creativity through bold design and subtle detailing, SCRT are dedicated to producing collections with everyday use in mind.
In previous releases they have dropped vintage, utilitarian and workwear pieces that were inspired from trips to Japan. This time round they’ve collaborated with Izzie Hill and Max Guther to produce a capsule that touches on themes from cult favourite ‘Fight Club’. With the growing uncertainty surrounding Brexit and subsequent themes of counter culture in the collection makes it extremely poignant.
They are throwing a launch party this week to bring the collection to life, complete with projection mapping, bag customisation and live art. Ahead of the event we chatted with SCRT’s Adam Kirk about the themes laced throughout the latest capsule and how the ideas surrounding consumer culture are still relevant today.
Do you think Brexit is breeding a different type of art?
Perhaps for this generation and the new mediums they have open to them. Vocalising counter cultures and declaring an anarchist spirit isn’t new though. We saw it in our parent’s generation with Punk culture, but perhaps Brexit is drawing some of those attitudes out again.
We’d say that, more than it being specific to Brexit, there is more of a need for people to be outspoken in this cultural moment and so a lot of people are creating. The world is radically changing and there’s a need to comment on where things are going. Maybe the introduction of new methods of creation in this generation has made this commentary easier to do through art.
Overall what inspired this particular capsule?
At the heart of all our collections is functionality. We like to update classic styles with modern detailing, featuring contemporary influences with the collection’s finishes. For AW19, we were inspired by vintage Japanese workwear, and translated this into a more traditional menswear collection through modifying cuts and using updated materials. Overall we were inspired by this interplay of cultures.
What role do you think fashion in particular can play in the face of divisiveness?
It’s an immediate statement. Fashion is used by people to display how they feel and think, and it becomes a uniform for those involved, especially within a people’s movement. Subcultures in particular have always used fashion as a medium of expressing belonging to a specific group; political issues, and artists, and fashion acts as a uniform that can group this together as a whole.
At the core of our brand is the process of collaborating with artists; collaboration itself is about understanding one another, and crossing each others’ personal divides. So fashion can help, but it can also make people feel more divided – it can be a tough balance to strike.
What was it about the themes in Fight Club that spoke to you when coming up with the capsule?
The disinformation of consumerist culture which has been carried from Generation to X to Z. The predominant theme of the film is the disorientation of advertising and the confusion it creates. Back in 1999 this was about having too many catalogues, magazines and TV ads thrown at you, now it’s a digital bombardment: apps and social media constantly demand your attention and distract from the sense of meaning that we are meant to be pursuing in life.
Fight Club’s nihilism is not something we engage with in particular – we’ve used inherent themes in the film as inspiration, and we want to encourage people to be creative. For us, this is a mix of utilitarian wear that helps you create, and bolder, brash designs that state how you feel. To paraphrase the film, we were sold a lie, and people are (still) waking up to how that makes them feel.
SCRT, AW19 Soho Launch Party this Friday 15 November, Click here for more info.