Technology Tuesday: A Clothing Line Specifically for Surfing the Web???
Clothing brands routinely reference some kind of leisure activity or “lifestyle” these days — from Lululemon for yoga enthusiasts to DC for skateboarders. But what about surfwear? Not as in surfing Oahu. As in surfing the Web. Turns out that Cory Arcangel — a celebrated tech artist who made a splash with his show at the Whitney a couple years back— is launching a line of “surfware.”
That is: These are clothes and accessories for slumping around, binging on Netflix or falling blissfully into some Internet rabbithole that keeps you nearly prone for hours: T-shirts, sweatpants, hoodies, etc., chosen for comfort above all.
The “surfware” spelling presumably references software, and suggests that that these garments and iPhone cases and the like are tools for better achieving online-procrastination bliss. As a press release on the new brand’s charmingly ridiculous site puts it: “Arcangel Surfware products consist of everything one needs to ‘chill’ in bed all day and surf the Internet in comfort.”
In other words, it’s a lifestyle brand — the Internet lifestyle. Style-wise, the look draws on Arcangel’s previous work exploring Photoshop color gradients, and he recently told W Magazine that he hopes the garments echo “the stuff that I got at JC Penney’s when I was 12.” The line debuts on Saturday, May 17, at a pop-up shop/exhibit/event titled You Only Live Once, installed at the Holiday Inn SoHo in New York. Prices range from $39.95 to $495.95.
Can’t make it to the opening? Or you’re just too busy staring into computer or iPad all day? Good news: Next week, the line will also be available online, at ArcangelSurfware.biz.
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