I JUST DO WHAT I DO
Dear Readers,
Our main story and Marc Newson’s
claim "I just do what I do" confronted us with a difficult
assignment. Whatdo we write about that will be continued throughout
this edition. To really understand "I just do what I do"
one really needs a partner to communicate personally with in
order to really get the point across. Obviously, we’re happy
to have Marc Newson, the design virtuoso on our cover. A Creative
that has his fingers definitely in more than just one pot; a
person that travels comfortably around the world and just does
his thing. He can easily live with such a statement since he
doesn’t let himself be hampered by conventions and rules,
rather he lets his interests, inspirations and experiences loose.
The experiences he collects are portrayed in his own typical
design, with a huge success. Marc Newson is easily one of the
most famous designers today. Finally, his success is inextricably
linked to his statement "I just do what I do". Intuition
and forwardness, it is these two vices that are vital in order
to have success and to be able to create something new and creative.
One cannot learn intuition, yet everybody can be brave enough
to try something unconventional. With the ever so increasingly
attitude of not wanting to push the edge a little further, surely
nothing but the average will be achieved.
The enthralling question now is going to be if retail will have the courage to carry Marc Newson’s G-Star and Nike line. In order for us, the end consumer, to be able to sample his ingenuity we depend on a brave and forward thinking retail sector, which informs itself internationally, and regardless of the economic situation, tries something new. Unfortunately, the majority of the retail world isn’t interested in what they can do. Without orientation, they float around trying to get the largest piece of the pie without cooking their own. Especially if it is meant to be good, one needs to know how to cook and stir with love.
That they are the masters of
surprise and are always coming up with new recipes has been proven
numerous times by the people around Karl Heinz Müller, the
creator of Bread and Butter. Their newest coup is to hold the
planed Eurovision summer premiere of Bread and Butter in Barcelona,
which will surely inspire many of the Creatives involved. Rather
than resting on their laurels, they have questioned what they
have achieved and wondered where the routine came from. They
just do what they do and never what they are expected to do.
That is how the exchange of information and the creation of new
ideas, apart from creative visual placements of the brands and
their products stay in the forefront. Motion is created through
change, stagnancy means death.
Enjoy.
Martin Magielka und Volker Brunswick for streetwear
today team