‘Keori & Yousuke’
A campaign by An Irrational Element.
For the spring and summer of 2021 An Irrational Element looked to show the frivolous character the brand holds in its designs and notions. By capturing the friendship between Keori and Yousuke, two young skateboarders with great yet diverse characters, An Irrational Element looked to further assess its persona and dispositions. To elaborate this ‘notion’ it would be best to paint a picture of how the day of the campaign shoot went:
Saturday, April 24th, 2021 | Arnhem, The Netherlands | 9:31AM
Keori & Yousuke show up at the doorstep and we introduce them to the An Irrational Element collection. After a drink and something to eat they change into their first outfit which is a matching Knot Suit worn with the Mr(s). Coat and Sculpture Trainers. At the fitting, both Keori & Yousuke are so stoked about the look and both name out all kinds of personas they feel like in their outfits; Inspector Gadget, Neo from the Matrix amongst others!
Saturday, April 24th, 2021 | Arnhem, The Netherlands | 10:19AM
All set to move ourselves to the shooting location and there is only one right way to transport which is by pushing through the city on our skateboards. Many heads turned while we skated the city and passed by Sonsbeek Park as all three of us were wearing the same outfit. Along the way we had some necessary stops to pet dogs, speak to their owners and enjoy the beautiful nature of Arnhem.
Saturday, April 24th, 2021 | Arnhem, The Netherlands | 10:58AM
We start shooting the spring and summer campaign at the Gulden Bodem, a dulcet park that is an intersection for dog owners and hikers. The setting is relaxed and both Keori & Yousuke strike poses and then burst out in laughing or start goofing around. Gulden Bodem is basically our playground. The shoot is spent by discussions about karma, skateboarding, feeding horses (Yousuke’s first time!) and banter.
Saturday, April 24th, 2021 | Arnhem, The Netherlands | 13:06PM
It’s a wrap! The shoot has finished. We have packed our things and here comes a treat to any skateboarder, downhilling! Arnhem is a hilly city and the way back to the city is all down hill. With one single push we are off and rolled homewards.
Saturday, April 24th, 2021 | Arnhem, The Netherlands | 13:20PM
Back at the An Irrational Element home studio we discuss the morning and go more in depth on the business of clothing and fashion. After a good talk and finishing up things we thank Keori & Yousuke and wave them goodbye.
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This campaign shows the energy both Keori & Yousuke brought and I could only be in a state of Muditā having spent this time with both of them. As a dedication to them the campaign is named ‘Keori & Yousuke’.