What’s In A Label?
“Adding Fuel To The Fire Of Dreams”
It’s often said that to achieve anything of note in the world, you must first have a dream. Dreams can serve as an anchor or a compass in the journey of life, giving a sense of guidance and purpose in an ever-changing world. Indeed, the world is filled with the physical manifestations of people’s dreams. Wealth, success, and power are common aspirations which are widespread amongst people today. In a capitalist world, the modern day person exercises their purchasing power as a means of representing not only what they like but also; what they stand for, what they’d like to have, they way they’d like to have it, and what they want out of life. It is also important to note that this form of expression is no longer limited by the ability to afford it.
Nowhere is this more evident than when it comes to fashion. “Through their purchases, consumers can express themselves, their value systems…. interests and passions.” For a person whom it holds some significance, ‘looking the flyest’ has an emotional appeal. Although clothing is generally a basic necessity, in modern society, this is no longer the case and the satisfaction derived is more emotional than practical. In the mind of the modern consumer, the feeling of accomplishment that comes with making a purchase of something that was wanted, far outstrips the feeling of satisfaction that comes with making a purchase of something that was needed. This feeling of accomplishment can be likened to a sense of euphoria which when remembered, re-enforces the consumers’ desire to repeat that experience. This could be likened to a ‘buzz’ for a lack of a better word to sum up the feeling.
Fashion has played a huge role in the representation of culture and identity for centuries, and continues to do so now more than ever. Apart from the physical and aesthetic aspect of clothing, people are also buying into the idea or philosophy of the brand they are purchasing. From the colours to the tailoring, to the images or slogans, you can literally make a statement by what you wear. All these aspects of fashion are heavily represented in street wear culture, which is all about forming an identity that exists as a result of the blending of different cultures. K.U.S.H is a part of this movement, combining the cultural influence of four continents along with the swagger of the hip hop generation; the aim is to capture the imagination of the modern consumer who not only wants to look and feel good, but also has something to represent…self-expression by means of a joint statement.
“It’s the possibility of making a dream come true that makes life interesting.”
We live in an era whereby dreams can be achieved by any means necessary; through hard work, through luck, through intelligence, or even through brute force. Sometimes, it’s a combination of some or all of these factors, but one thing is for certain, if you can’t achieve your dreams by any of these means, then there’s always the dreams money can buy (word to Drake).