What was the inspiration behind doing a pop-up shop at Known gallery?
Known gallery has been on the radar for us for quite some time now and the fact that it’s an amazing open white canvas, it’s just totally blank, high ceilings, the location overall is on point sharing walls with Supreme and some of the neighbors are guys that we’ve done collaborations with in the past, so that was pretty awesome so we were able to move in and create this kind of really clean environment to present the products first and the stories behind them in the best possible environment for it.
Which is a brand would you like to collaborate with or are you collaborating with?
For us a lot of people see Incase as being very tech driven obviously. We’ve been running along the coattails of Apple alongside those devices and building protective solutions and so I think really what we’re trying to work on is expanding beyond that tech world and expanding more into the lifestyle driven ecosystem of products so I think what you’ll see in the future from Incase will be more maybe nonspecific tech products are looking to get back into sports bags, guitar products. We have a project coming up with Parabellum. We’re exploring new and looking to break the boundaries … Parabellum for instance a part of them is very high in premium pieces around the Apple Watch and it’s for those people that really appreciate quality craftsmanship high-end materials and which are very potent touch points so really excited about that one.
We’re working with Kelly Slater who is one of our ambassadors. We have a project with Kelly Slater that is actually dropping on the 17th of this month that we’ll be having another event for. We’re basically going to be presenting the new range of products and collection. Kelly being a water man and using go-pro cameras … with all the right accessories that are tweaked and geared for water ready environments. We’re going to have a takeover of the space with all of Kelly’s products. We’re going to have his photographer Todd Laser take over the smaller gallery in the back for a photo show of Kelly Slater in the north shore this past winter with some cool entertainment. It will another perspective that people can see from the brand different than what we are presenting today.
Speaking about the lifestyle magazine that you guys are putting out.
Belief is kind of one of those key brand touch points that we can put out to share the world of Incase with everyone out there and to support other creatives. This first issue we’ve included an editorial piece on this group Tiger Tiger, this LA-based photography duo that has worked with us in the past. We launched another collection with them not too long ago [and we’re] just partnering with people from within our network to kind of celebrate their creativity and with what inspires them we can use that to inspire other people.
With libations and gift bags for all who attended, the event was great success thanks to Incase and Known Gallery. Be on the lookout for Incase’s next exhibit for Pro Surfer Kelly Slater on Aug. 17 at Known Gallery.[slideshow]