How did you come up with the concept of “Subcultures?”
I wouldn’t say that I came up with the term…I was working, it was about 10 years after high school, and I was traveling a lot for work; I started to notice a lot of kids around. I was curious if what I had experienced at that age still held true. I discovered that it did, and didn’t – there were new experiences, new signifiers, new families. I also realized that my response to it was different, when it wasn’t my way of identifying myself, I found that I could move in and out of all of these groups and participate in all of their identities.
How does the Reebok Classic Spring/Summer 2014 campaign relate to your own photography book, We Are Experienced?
This campaign is allowing me to focus on a myriad of scenes and tribes which are picked directly from my subjects.
What is your relationship with Reebok Classic?
I’m a fan of the brand and appreciate that they want to help celebrate and highlight my work.
How did you choose the crew and influencers that are part of this project?
We wanted to pick groups that would authentically identify with the brand. It was a very natural convergence.
What’s been the most exciting part of this project?
Meeting the multitude of kids who distinguish themselves through style & the people they hang with.
The most unexpected?
That Reebok Classic could be so tuned in to contemporary culture that they see the value of these different cultures.