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 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.
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.
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.
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.
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.