Client: Junk Food Clothing
Youth culture and attitudes in Los Angeles
“ I love my shoe wear. If you cool you cool, you can't really pay to be cool “
LA STREET STYLE
The city of Los Angeles has long been an iconic centerpoint of street fashion. Junk Food Clothing wanted to strengthen its social credentials by connecting directly with their young and urban audience.
INTO hit the ground to explore cultural and personal attitudes towards style and identity in Los Angeles.
INTO x Junk Food Clothing
DOCUMENTARY FILMS
INTO produced a 5-part documentary series. These films explore the cultural and aesthetic values of street style among young LA residents, focusing especially on the themes of authenticity and ease.
VISUAL CAMPAIGN
INTO delivered world-class photography featuring the best of LA street style. Junk Food Clothing used these visuals for a social media campaign and in their flagship store in Los Angeles.
MAGAZINE
INTO published an original zine for Junk Food Clothing featuring photos and interviews of LA locals. This limited-edition print explored what’s cool according to youth in different neighbourhoods of Los Angeles.
CULTURE MAPPING
We immersed ourselves in four LA neighbourhoods chosen for their visual and cultural significance (area codes 213, 623, 310, and 626). Our team explored how identity in Los Angeles interacts with physical space, and connected with locals to better understand their insider knowledge of and relationship to local areas.
ETHNOGRAPHIC RESEARCH
Between interviews, observation, and spending time with LA locals, INTO captured real moments through improvisation and spontaneity. We connected with people that we met on the street, and got profound, authentic results.
Junk Food Clothing. Los Angeles 213
Junk Food Clothing. Venice 310
Junk Food Clothing. Los Angeles Global
Junk Food Clothing. Rose Bowl
More Case Studies
