© by Sixpack France / Photography & Art Direction //DIY

»SixPack France has spent many years being considered as a youth-oriented, teenage brand. We now aspire to become a post-youth brand – but definitely not post-teenage, mind you, morelike neo-childish, or ancient childish, fuelled by the hallucinogenic eye Baudelaire described as the young child’s look on the world, and particularly on things like toys and curios. No more are we afraid of what we crave for. No more are we scared to revive childhood’s idiosyncratic, singular feelings. This is how we’ll escape from boredom: taking children and teens as role models – the more exhiliratingly gauche they are, the better.

We’d like people to purchase and use SixPack France goods as a way to make them their very own things, and to convert them as images or sensations or short pieces of writing, as secret passages to some forgotten realms. Their stories and memories should be living inside the SixPack France fabrics. Our clothes should activate something intimate and hard to express in any other way. They shoud allow fetishizing one small detail, stripe, pocket, button or seam as a minuscule door to a fresh, fluid mindworld. Building up a personal utopia, walking up a synaesthaesic path to an early lost erotic moment. Touching a cloth is also seeing, hearing, smelling. Reaching forbidden waters. Let’s go swimming.

SixPack France believes in the dream of never-ending youth, but not as an escapist refuge, more like a way to look back, and live back all the early things of life and civilization – early as in early Christians or early house. It’s not about carefully and nostalgically recreating some idealized past. It’s about acting as melancholia-drenched archeologists who would steep on unfinished grounds. The brand spirit is a room with moving doors, doors open to psychedelic vertigo, erotic dread and deep inner and outer exploration. We don’t despise the short-lived, and we enjoy mystic naivety very much. We now ought to do what we thought we shouldn’t do while teens: being uncool, ignoring codes, accepting and listening to what’s really exciting us deep inside, enjoying everything in which we feel a sincere instinct. Being able to own the means of our desires, and imagining a new form of counter-culture.

SixPack France envisions its clothing collections as sensory prisms, as precipitates of fleeing sensations and memory textures often more intense than the real facts they’re supposed to be related to. It is the advertising agency of lost causes, the archive center of our lives’ echoes, the clothing collection of vague recollections. A simple, unformal anthology of cut-up epiphanies.«



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