The brand Born Out Of Boredom is a relatively new baby in the South African fashion scene, having only started early last year. Thinking back to the first set of tees and the lookbook he put together, BOOB founder Shakes describes it as embodying who the brand imagines as its fans – the “young, careless and laidback.”
Shakes hopes to take the brand to all parts of the world. “Boredom is a universal language,” Shakes states, “I just happened to think of it as a brand name for absolutely anything that I wanna do.”
The BOOB AW17 collection was inspired by Childish Gambino’s latest studio album Awaken, My Love! and the Quentin Tarantino crime thriller, Jackie Brown. Taking a different direction with the presentation of the lookbook, BOOB has created a video which will be screened at Hectic on Hope (Evol) on the 24th of June. There is no official name for the collection, but Shakes would have called it “come vibe with me”. This invitation comes across clearly in the images put together in their lookbook, with models photographed hanging out, acting young and carefree. This mirrors the clothes in the collection – comfortable but cool.
In addition to the video lookbook, BOOB has created a zine which attendees will also be able to check out on Saturday. “I really dig print,” Shakes explains, “It just has a way of making things seem more intimate and I reckon print comes with some form of sentimental value.”
Shakes left me with the words, “It’s my party. Come do what you want.” So the 24th is sure to be a good time.
To keep up with BOOB check them out on Tumblr and Instagram.
Born Out Of Boredom AW17 lookbook
Photography, styling & direction by Shakes
Models: Julia and Saskia
AW17 Video lookbook
Styled by Decaf Steve
Directed by Shakes
Shot and edited by Avi and Josh
Models: Faith and Sisipho
Zine
Illustrator/Graphic Designer: Ruan Ferreira Coetzee
Illustrator: Mieke