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James Coward


From Vancouver, Canada

James Coward is the examination and synthesis of “James,” a strong, traditional masculine form, and “Coward,” representing an inherently vulnerable and unconventional understanding of masculinity. Looking at garments through this lens, this project pursues a reinterpretation of familiar forms through a conscious rejection of contemporary trends and connotations. Rather than drawing reference from the framework of fashion, the brand’s founders are drawn towards infusing inspiration from film, literature, architecture, photography, sculpture, and music. Ultimately, James Coward encourages those who enjoy these garments to challenge essentialized perceptions of clothing, identity, and beauty. “By operating within this hermeneutic perspective of our own condition, we hope to arrive at a deeper understanding of self, other, and object.”

 

This project was started by two students, who study philosophy and industrial design, respectively.