ROUGH.
ANCHORED IN MEMORY, ROOTED IN THE STREET.
THROUGH THE FORWARD MOTION OF YOUTH, OF ASSIMILATING AND UPHOLDING INVIOLABLE VALUES, AND OF GROUNDING ONESELF IN THE HUMAN EXPERIENCE.
ON METROPOLITAN BLOCKS, UPTOWN COURTS AND DOWNTOWN CORES.
AMONG FLASHBACKS OF A CHILDHOOD IN PASTORAL GREECE, WITH THE SUN, THE SEA AND THE ARID HILLS ALWAYS IN PLAY. AMID THE PERMANENT ENERGY AND COMMUNAL REVERB OF CITIES WORLDWIDE.
ROUGH.’S AESTHETIC IS DEFINED BY A CALIBRATION OF CLASSIC, CLEAN LINES AND A MODERN VERNACULAR. IT IS FUELED BY LOOKING THROUGH A NOSTALGIC LENS, YET ITS SIGHTS ARE SET ON THE PRESENT (AND FUTURE) HORIZON.
IT SPEAKS NOT THROUGH LOUD AND SUPERFICIAL GIMMICKS BUT THROUGH QUIET AND EMOTIONAL APPEALS. IT SEEKS TO MOVE THE NEEDLE, AND TO COMMENT ON THE HOMOGENIZED STATE OF COMMERCIALIZED ENTERPRISE: IT IS A STANDALONE VISION, AUTONOMOUS IN SPIRIT AND UNIFIED IN ITS AIM FOR SOCIAL COEXISTENCE.
PERCEPTION. PRESENTATION. MORALS. MEMORIES. THE LESSONS OF FAMILY. THE SUPPORT OF FRIENDS. ALL OF IT COMES TOGETHER TO CREATE SOMETHING INDIVIDUAL YET UNIVERSAL, AND IN THIS, A DISTINCT DESIGN LANGUAGE EMERGES. IT HOLDS THREADS OF THE MEDITERRANEAN, AND AN ATMOSPHERE PROPELLED BY YOUTHFULNESS AND LIFE AS IT TRANSPIRES.
THERE’S JOY, MAYBE SOME ANGST, CONFIDENCE, AWARENESS, AND OPENNESS–THE WIDE-EYED WONDER OF EXPERIENCE, FELT AND SEEN IN CLOTH AND CUT.
BORN IN 2016. FOUNDED BY STELIOS THEODORIDIS.