LIFETIME COLLECTIVE SPRING 09 HITS MONTREAL

GRANTED, LIFETIME COLLECTIVE IS A VANCOUVER BASED COMPANY. HOWEVER, THEIR DESIGNS, AND THE CONCEPT BEHIND THE BRAND, IS TOO GOOD TO PASS UP WRITING ON. LAST WEEK, THE BOYS BEHIND THE BRAND WERE AT OFF THE HOOK TO LAUNCH THEIR SPRING 09 COLLECTION, ALONG WITH THE NEW BOOK IN A CONCEPT ART INSTALLATION/POP-UP SHOP/MEET-AND-GREET PARTY.

CERTAINLY AN EYEFUL, AND PROBABLY IN NEED OF AN EXPLANATION. WHAT ONCE WAS A BASEMENT T-SHIRT PRINTING OPERATION IS NOW A FORCE TO BE RECKONED WITH IN THE INDIE FASHION SCENE. LIFETIME COLLECTIVE, IS JUST THAT, A DESIGN COLLECTIVE WHERE ARTISTS, DESIGNERS, SKATERS, AND OTHER INDIES COME TOGETHER TO CREATE. THEIR WORK IS THEN SHOWCASED THROUGHOUT THE COLLECTIONS ON COUNTLESS GRAPHIC TEES FOR BOTH MEN AND WOMEN, THROUGH THESE TRAVELING ART SHOWS, AS WELL AS THROUGH THE PUBLICATIONS OF THEIR BOOKS.

IN THEIR EXPANSION ACROSS INTERNATIONAL MARKETS, LIFETIME HAS ALSO, OVER THE YEARS, EXPANDED THE COLLECTIONS FOR MEN’S AND WOMEN’S, NOW COMPRISING HOODIES, JERSEY-KNIT JUMPERS, JEANS, AND, OF COURSE, THE SUPERFLUOUS GRAPHIC TEE.

AVAILABLE EITHER ONLINE OR LOCALLY AT OFF THE HOOK AND BOUTIQUE FLY, WHERE I HAPPENED TO BE ABOUT A WEEK AGO AND SHOT THESE IMAGES.