London’s DRTE produce a new release entitled ‘Copy Everything & Achieve Nothing’ – a response to the internet, tumblr, and a rise in ‘copy cat’ culture.
The release is part of a project titled ‘You Have The Right To Remain Silent’ – a publication by Jenny Bang, which takes a tongue-in-cheek look at the way sites like tumblr have fueled a world of clones, and the loss of individuality. The quote from the publication below sums the whole project up nicely:
“Social Media has merged with personal identity, but when most user’s tumblr pages are turning into a who’s who of predictable clothes, styles and photography, it paradoxically takes away from the inherent uniqueness in each person”.
The release itself is comprised of a single screen-printed white tee, on which the words ‘Copy Everything & Achieve Nothing’ appear, along with two acrylic fold beanies, bearing a DRTE woven label on the front and the words ‘Simplicity Ain’t So Simple’. IT’s a great concept to work with, and the brand have pulled it off well. All three items will be available from 10am today, Friday February 24th, from the brand’s online store.