Admittedly, it’s very easy to get swept up in the big hype machine. Nobody is immune to that. It’s what we all do, even though we should know better. In the public eye,
Berlin basically is reduced to five districts these days, for better or worse.
It’s where the box office happens, it’s where the loud is drowning out the silence, it’s the place to be and where everybody‘s at
because they either don’t know or don’t want to know any
better. As if great things ever came from comfort zones.

IRIEDAILY’s Fall/Winter 2018 Collection rings true to the brand‘s streetwear DNA, yet it is interpreting our memories of late 90s zeitgeist in a challenging and forward-thinking way via bold
ethnic patterns, thoughtful logo placement, attention to
(technical) detail, pop colour accents, water repellent materials, daring colour blocking, hand-drawn elements and wordplay.
In the end the multiple ingredients sum up as one harmonious assemblage, which is meant to serve and inspire a community – and not necessarily dubious sightseers.

In this city one can still find these areas and districts so
self-consciously lowbrow and nonaspirational and impervious to hype and glamour – and it actually feels fresh and unique for
exactly these reasons. These are the places that’ll help you
stabilize in the storm of emerging trends. These are the places with values beyond shiny surfaces. These are the places that will survive all phony movements. Because these places spend a lifetime observing and preparing to back things up. Sounds a bit like this very brand, doesn’t it?!

Stay different!

Yours truly,

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