The city at night is a jungle. The constant battles. The constant pressures. The challenges, the environment, the elements. The need to adapt, the need to face your fears, the need to take one step be ready for the next. Stay hidden. Stay visible. Embrace the jungle and keep going.
It’s been quite slow on the features front lately, we’ve been busy with well… life! But on the flipside we’ve also been creating so things will be picking up again shortly. Anywho, in support of their Spring Summer collection for 2014, the guys over at Farah reached out to us to put together a series of looks for them. As a great opportunity to create good content was thrown our way, we were happy to get involved. More after the break.
Every four years, at a pre-determined location, the world gathers to feast on a celebration of culture and sport. The stage is built higher than any other in existence. The biggest show on earth, they say, is ready to begin again.
Man what a quiet period, it’s that time of the year where everyone’s a little burnt out and rejoicing in the fact that we have a few days off. For us, it’s time to start shooting content again after letting November and early December day job routines win the never-ending battle of balance. So it’s time to share what we’ve been up to behind-the-scenes, 2013 has been a great year in terms of repositioning Y&Y from a ‘blog’ to a content led platform. Screw your regurgitated blog nonsense. We prefer creating our own which is way more enjoyable.
NFL returns to London for the 2nd time in 3o days with home team Jacksonsville Jaguars taking on the San Francisco 49ers. As part of the build up to the game tomorrow, Nike UK tasked us with challenge to create an editorial piece around #gearupforfootball so instantly we took the route of a player’s mental/physical battle to prepare for game day. Location-wise, London is restrictive as the sport is still fairly new over here so finding an American Football field in London is near impossible. We opted for track and gym locations as NFL athletes are probably the most rigorous with their routines and have to be in top shape. It’s way more brutal than Rugby, even though you’re wearing pads and helmets – you’ll get clattered which makes me want to play even more haha. After the cut, have a gander at what we’ve come up with. Dipo & Adam taking over the words.
Boom. Time for another editorial from us, it’s been a whole minute since we’ve done a project of our own – the concept came to life after a random Y&Y meet-up over dimsum in Southbank. We wanted to do something solely with British brands and more than your average, standing on the street looking pensive hipster nonsense. The title will remind you of the film, our looks and chosen models will make you think otherwise. A stark contrast of reality, all shot around Upton Park. Right, I’ll leave it there as Aaron is going to take over after the cut with the narrative.
When a brand as big as adidas Originals gets in contact with you and asks you to help create a lookbook for an upcoming project, you simply don’t say no. Even if the time is limited with all of us working full-time jobs and running Y&Y during the day – it’s not always easy to accommodate but you already know we weren’t going to let such an opportunity go to waste. Time to come together as a team and see what we can do. Initially when the brief was explained to me, it kind of went in through one ear and out the other – I was puzzled. Our task was to showcase the versatility of this style trend in the form of a lookbook and the challenge was accepted hastily by me without any real consideration of how difficult it would be haha. Read on.