bythelevel, Author at BY THE LEVEL

ALIFE x PUMA Spring/Summer 2015

Posted on February 4, 2015February 4, 2015 by bythelevel

alife is one of the most coveted streetwear labels of all time. Since 1999, the brand has become renowned, not only in New York but globally, as an influential creative hub that has gone on to inspire many business models. This Spring/Summer the brand reignite their partnership with PUMA, coming together to launch their latest collaborative collection.

The release stays true to PUMA’s sports background while combining alife’s unique creative approach. Each brand shares a huge part of their heritage in Downtown New York’s street culture, having played an integral part in shaping the scene and this release really plays on that. Bold graphic prints and heavy branding take centre stage, applied to a range of laid back styles including tees, hoodies and sweaters, as well as jogger pants . The designs draw inspiration from the famous ARC (alife Rivinton Club), applying the triple diamond logo, polka prints and alife type, all the while holding an unmistakable NY style.

Check out shots from the lookbook above shot by Jean Yves Lemoigne set in Lower East Side, where you can also peep some of the footwear styles that are set for release, including the suede and R698 .The first drop from the alife x PUMA Spring/Summer 2015 collection will be available from the 14th of February at the following stores;

END.

Urban Industry

Hanon.

S.O.O.N x REBEL YUTH – ‘RICK & RUSSELL’

Posted on February 2, 2015February 14, 2015 by bythelevel

London based brand S.O.O.N link up with popular British illustrator Rebel Yuth to present a duo of designs that pay homage to two of Hip-Hop’s most inspirational figures – Rick Rubin and Russell Simmons.

John Speed a.k.a Rebel Yuth applies his signature style to the design which include the tag lines ‘Kick It Like Rick’ and ‘Hustle Like Russell’. Each design has been hand printed at the brands London studio onto pre-shrunk, ring-spun cotton tees. The brands founder Johnny Grant had this to say on the collection;

The rich history of the def jam story and its humble beginnings is always something that has connected with and inspired me. So, when I met John (Rebel Yuth) and I mentioned doing a series of tee illustrations of people that really optimise the S.O.O.N ethos, amongst other ideas, I talked about Russell Simmons. The next day i saw a quick illustration he had done of Rick Rubin pop up on his Instagram i called him straight away and told him that was it…”

The release is super limited to only 31 pieces of each design to coincide with Def Jam’s 31st Anniversary, and will include an exclusive ‘Rick and Russell’ sticker pack. You can pick yours up at www.somethingoutofnothing.co.uk

Levi’s Line 8 Pop-Up Store – London

Posted on February 2, 2015 by bythelevel

Levi’s® have opened up a temporary pop-up store in the heart of East Shoreditch focused solely on the brands key styles for both men and women from the Line 8 collection for Spring/Summer 2015.

The Line 8 collection takes a minimal approach to the brands iconic designs, featuring rivet-less construction and tonal stitching, Levi’s apply modern cuts to heritage styles. Inspired by the rebelliousness of youth, the Line 8 styles are built around functionality but simplicity is key in it’s aesthetic utilising all black detailing to give a clean, yet premium finish.

The Levi’s Line 8 pop-up store will be the first of its kind in the UK, with product range spanning across Men’s and Woman’s pieces, including accessories and bags. It will be open 7 days a week for a 5 month period which started om the 23rd of January. You can find the store located at 3 Charlotte Road, London EC2A 3DH. For more information head over to levi.co.uk

Desillusion Magazine presents Beyond The Elementality

Posted on February 2, 2015February 2, 2015 by bythelevel

Desillusion Mag’s editor-in-chief Sebastien Zanella sits down with Element founder Johnny Schillereff in this short documentary film to find out more about the man himself and his early inspirations, his vision in skateboarding and thoughts on the industry.

Few have had as big of an impact on the skateboarding community as Johnny Schillereff has. For over 20 years, Element has been at the forefront of global skateboarding and by protecting the brands values and maintaining their integrity, Element has made its way to becoming one of the most iconic brands of our time. Recent times have seen the brand continued to develop and grow, having opened their flagship store in London and put together one of the strongest teams of 2014, Element doesn’t look to be slowing down any time soon.

The French publication head to Element’s new office in Costa Mesa to hang out with Johnny, capturing the essence of both the brand and its founder, giving us an insightful look into what keeps Johnny inspired after 23 years in the industry. Enjoy the video below and for more information on Element head over to elementbrand.com

Heresy ‘Depression’ Capsule Collection

Posted on February 1, 2015 by bythelevel

London based label Heresy offer up a concise capsule collection entitled ‘Depression’ for spring 2015.

The moon and the stars make up the composition of the visage, placed in a way to make up the sad face design which is applied as a large back print on both pieces. The brand is known for keeping things minimal in both their designs and their visuals, and this simplistic approach carries into their capsule collections. The latest lookbook showcases the items which are offered up in a regular fit, both hand screened printed using water based inks, and constructed from a heavy-weight ring-spun cotton for the tee and loopback cotton for the sweater.

The Heresy ‘Depression’ collection is available now in limited numbers over at heresylabel.co.uk

Nike Roshe Flyknit – Multicolour

Posted on February 1, 2015February 1, 2015 by bythelevel

The super zen Nike Roshe Run silhouette gets another material upgrade for Spring 2015; making the lighter than light shoe that little bit more lightweight with Roshe Flyknit technology.

The Roshe run is one of the most coveted styles of recent times. Although it doesn’t holding as many performance features as most other styles in Nike’s long list of designs, the affordable Roshe Run still manages to give the high levels of comfort you’ve come to expect from the brand while still holding its iconic form-fitting style. Needless to say it would take a lot to make this already timeless shoe even better, but the addition of Flyknit definitely offers up a refreshing take on the style.

Merging their signature Flyknit technology to the shoes upper, the pared-down silhouette is offered up in a range of colour way’s including the multi-colour option above. The flyknit uppers have been specifically designed to adapt and conform to the foot, providing optimal support and comfort. The shoes stripped back construction continues onto the stark white, one piece midsole and outsole, made from a lightweight phylon foam which also offers high levels of cushioning.

Less is certainly more for the Roshe Flyknit, and Nike have once again showcased their ability to apply their innovation to the highest capacity, even in their minimal designs. The Nike Roshe Flyknit will be available in all colours, except woman’s multicolour, at Nike Sportswear retailers and nike.com/sportswear from the the 5th of February.

KR3W Killers with Oscar Candon

Posted on January 31, 2015 by bythelevel

KR3W give us the first instalment of their KR3W Killers series for 2015, kicking things off with popular french rider Oscar Candon.

Fastly becoming a household name, the quick fire clip gives you a small teaser as to why Oscar is hailed as one of Europe’s most exciting and entertaining skateboarders. Having burst onto the scene in recent years, Oscar has quickly emerged as a huge talent, known for his creativity on the street and healthy mix of hammers. The first KR3W Killers video, shot by Jose Del Corral and edited by Olivier Fanchon, follows Oscar laying down some huge tricks from London to Barcelona.

Enjoy the video below and for more info on KR3W, head over to the brands website – kr3wdenim.com