This artistic technique, described by Tay as ‘edgy, elegant and retro’, provides ‘the perfect framework for a brand that walks the tightrope between high fashion and streetwear.’
New York (PRWEB) July 08, 2014
Picassoul is a New York based brand originally established in May 2005 by artist Edwin Tay which brings gallery art to streetwear, fusing urban expression with the classic style of cubism. Cubism, perhaps the most pivotal and influential art form ever created, was invented by Pablo Picasso and Georges Braque in 1907. This artistic technique, described by Tay as ‘edgy, elegant and retro’, provides ‘the perfect framework for a brand that walks the tightrope between high fashion and streetwear.’
The Summer 2014 launch of Picassoul features a collection of 7 items which serve as an introduction to the aesthetic of the brand. Each original work is expressively artistic yet refined and versatile enough to be dressed up or worn casually. A distinguishing feature of the release is how the hand drawn nature of the work comes across on the garments. "During this stage of cubism, palettes were more pastel and monochromatic, highlighting the precise detail of pencil work and the intricacies of the execution of the art," Tay explained. "I wanted to stay true to that with this collection."
Tay recognizes that the approach of the Picassoul brand may be most thoroughly appreciated by a specific niche of consumers. "There are people who casually glance at art and people who can appreciate the nuances of art," Tay expressed. "I think creative types might find the brand more appealing and connect with it more both on a visual and mental level. Still, each work has layers of appeal, from the most surface initial impression to the new perspective you may have after looking at it for the tenth time. This in addition to that urban edge and cultural relevance are what I think makes it unique and attractive to a broad range of consumers."
The Picassoul motto ‘outside the lines’ speaks to the mindset and lifestyle of the brand. "Limits are imaginary and the daring go beyond convention," says Tay. "Understanding that, the motivation to continually better our best keeps us going." This creed not only defines the Picassoul approach but also the personality of its customer who Tay simply describes as ‘people who decide for themselves’.
The Picassoul website features a fresh take on men’s streetwear, with fashionable and artistic items for multiple occasions.
For more information and to subscribe to the Picassoul mailing list, visit http://www.picassoul.com.