Lukes main theme was about AUTHENTICITY. Being authentic as a person and as a brand. He focused on the idea of telling an authentic story. He illustrated this by highlighting the impact of street culture and skateboarding on the clothing industry.
Luke also touched on the South African fashion industry. How we cannot compete with China with regards to price. However, he pointed out that there is a growing consumer wanting to buy into South African brands that tell an authentic story. A South African story that we can all relate and aspire too.
2BOP and Young and Lazy were used as examples of South African street culture brands. Luke showed the students how these brands use videos to illustrate their stories and their authenticity. Touching on his role at Young and Lazy and the concept of the Cornerstore. Luke kept on encouraging authenticity in your own work (in the students work).
Finally, he looked at the flip side; the opposite of “telling a story” and touched on the idea of people appropriating things / cultures and again illustrating how when its not authentic it doesn’t do well.
This talk was a game changer; it was honest, youthful, real, raw and rebellious. (just like streetwear)