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The "Im bored" heavyweight hoodie story

December 20, 2018

So I've been working on this for the past few weeks. Mostly on the conceptual side and legal side of things as many know this is a parody of a familiar brand in a completely different market. I've always been a huge fan of the design and even did a "menthol" livery on my personal BMW which you might be able to google image search for if you're curious. For me it has always been about the racing heritage that the brand carried in so many categories.

Of course the reality is that many see the cunning ways they've tried to appeal to younger audiences. And now that this look has infiltrated culture and has been rehashed so many times by others I wanted to make my version/statement that this thing is beaten into the fucken ground but god damn it do I still love it. I don't give a fuck if people think it's unoriginal, although that's part of the point I'm trying to make here, or that I'm portraying it in a positive light. If that's the case you're missing the mark on what it means. "Im bored" is saying how unoriginal life has become and that the iconic design embodying it is keeping us from breaking free of these heavy rules.

Edition of this hoodie is 50 pieces (sizes XS-3XL). Pre-order here: "Im bored" Heavyweight hoodie

Peace, Justin





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