The Story Behind the Mask

The Story Behind the Mask

We've been asked multiple times why there are images of people rocking our clothes whilst wearing a balaclava. Sometimes our models get cold heads. Sometimes we can't afford models because they get cold heads and the paper bag technique isn't as aesthetically pleasing.


Nah on a real though, there are two main reasons. Firstly, we are constantly looking to produce that whole yin yang, saints and sinner, duality steez. 


Secondly, and more importantly, the main reason we sport the balaclava in some shots is to convey the mask we sometimes feel the need to wear. Whether it be 2.5 litres of foundation, or a fake smile, we are under constant pressure and judgement to look good and portray feeling good, so we wear 'balaclavas'. Especially with depression, social anxiety and the likes. (If you ever see me wearing a woolly hat indoors it means I'm not feeling too good and I am using the hat for like a safe feeling and free head hug.)


Absolutely no hassle in your castle if you choose to wear masks for fun, no way, absolutely fair enough. Just be aware of what others are masking. Your 'happy-little-advertisment-for-Prozac' smiling next door neighbour may be in the dark depths of depression and struggles to get out of bed everyday, but has 137 likes on his latest Instagram post.



Having said all that, there are a lot of people genuinely happy people not wearing masks! You instantly recognise/are attracted to someone that has alleviated themselves of all pressure on appearance, someone,that has achieved true happiness. They are the people that walk with that swag that has absolutely no swag, and don't apply filters to selfies.


I suppose I've touched off way too many topics and haven't addressed any of them properly, The main point is, be aware of the maskes others are wearing. Especially in this social media age, we are definitely under more pressure to appear good, but fuck it why succumb to it? Wear what the fuck you like and feel how the fuck you feel and don't be afraid to tell anyone or show it! 



“Each photograph is read as the private appearance of its referent: the age of Photography corresponds precisely to the explosion of the private into the public, or rather into the creation of a new social value, which is the publicity of the private: the private is consumes as such, publicly.” 
― Roland Barthes, Camera Lucida: Reflections on Photography


  • MYWUOwcaojyZRSs


  • aNnjGqwmyMkTugI


  • slIfmZPEke




  • FxNDgdkrJ


Leave a comment

Please note, comments must be approved before they are published