Hayden Dore is a student from Birmingham in the UK who has taken his passion for hyped brands and is applying it to iconography from the worlds of pop culture and advertising. Much like @Cole, another artist we interviewed about his mashups, Dore’s art focuses primarily on streetwear. Using Photoshop, Dore takes icons of our world and inserts them into classic images and onto classic products.
In addition to his original work, which he posts on Instagram under the name PAST SEASON, Dore has started a website to air his views and showcase his work, but he hopes it can become a community-driven forum where streetwear fans can contribute their opinions.
We caught up with the young up-and-coming artist to talk about PAST SEASON, streetwear, and the influences behind his mashups of Supreme, OFF-WHITE x Nike, and more.
Describe PAST SEASON and what you do in your own words
My Instagram originally started as a feed for vintage pieces and older streetwear products I wanted to share. Eventually, it turned into more original content. One such project, the Supreme Nike sneaker concepts, was actually featured on Highsnobiety and gained quite a bit of traction.
Where would you like to take PAST SEASON?
PAST SEASON is a place I can upload streetwear-related designs. The website is for blog posts and opinion pieces on what I think about the streetwear community. Eventually, I would love it to be more of a community-focused forum where everyone can get involved. At the moment, it’s a place where I can get out my creativity through streetwear.
I’m looking to start selling affordable posters of my designs because I think streetwear is a bit too expensive and too limited. I think it’s important that people who like streetwear culture, they don’t have to spend £300 on a pair of sneakers. They can buy a poster for their room that costs a fraction of that and still show that they like streetwear.
A lot of your work features Supreme and Nike products. What are some of your favorite brands and why?
I’d definitely have to say Nike and adidas, simply because they’ve got a really great balance between athletic style and streetwear style. What Virgil Abloh did with his “The Ten” collection earlier last year was amazing, and I’m really looking forward to what Jerry Lorenzo does with his Nike collaboration. I also really like PLEASURES. Alex James is the founder and it has a grunge aesthetic. I think it’s a little bit different to what’s happening in streetwear right now.
What was it about “The Ten” that was most impressive?
I think Virgil achieved exactly what he sought. The collection, from a design standpoint, is amazing. I love the deconstructed feel of it. As far as Nike and Abloh creating more colorways and basically just rehashing the same sneakers, I think it’s good and bad because I actually wanted to get my hands on the collection and I couldn’t. I do think there’s a problem in streetwear at the moment where things are too expensive and too limited.
What don’t you like about limited releases?
PLEASURES don’t sell out of products even though their stuff is very desirable and looks great. I think the same applies to Nike and adidas. You can go into a store and get whatever you want and I think streetwear needs a little bit more of that. There needs to be a separation between what’s limited and what’s not.
Is the celebrity co-sign too important nowadays?
I actually think it’s needed. I got into Supreme because I saw Tyler, the Creator wearing that blue hoodie in the “She” music video. The younger generation, my generation, sees how celebrities dress and it influences people. I think it’s a good thing, but I think where it becomes a bad thing is when people aren’t expressing their own style. They’re looking at celebrities and dressing exactly like them. I think people should focus on their own style a little bit more.
What role has social media played in getting to where you are now? Would you have been as successful without it?
I think Instagram has made the world 1,000 times smaller. A simple DM can go so far if you’re posting consistently and your content’s good. A lot of accounts that curate streetwear-related things have contacted me and they’ve even re-posted my designs, gaining my Instagram a lot more attention. Virgil even liked one of my posts and Sean Wotherspoon re-posted my Damien Hirst butterfly design on his story a couple of weeks ago. I never thought things like that would happen when I first started the Instagram.
How do you think your work has evolved over time?
I believe with practice you can create your own style. A lot of the time, my designs will mesh a brand or sneaker with an existing, real-life object. An example would be when I put the Supreme logo on the side of a red double-decker bus in London. People thought it was real and I’m very flattered by that. I think that’s how I’ve evolved. I’ve taken elements of streetwear and sneakers and blended them with my interests and real-life scenarios.
Who are your biggest influences? You’ve cited John Yuyi and Damien Hirst to name a couple.
Yeah, definitely. A lot of my friends give me some really good ideas. I think it’s good to surround yourself with people that are like-minded. Also artists like Damien Hirst and Jeff Koons — I look at their work and I think, “Okay, how can I put a streetwear spin on that?” Even a lot of Instagram designers that are cool right now. There’s this one guy called FILFURY, he’s actually based in Birmingham where I’m from, and he’s doing a lot of cool things in the streetwear scene.
What is your design background? Are you studying it at university?
I’m not educated in design at all. I go to university for business. I started designing when I was about 11 or 12. I was fortunate enough to have my own computer and ended up designing on Photoshop. I learned how to use it from YouTube tutorials. I think the internet is a great place for people can learn — they should really take advantage of that.
Do you have a favorite project that you worked on? Why?
Definitely the “Inside the Mind of” series. I did three photos where I took a portrait of Kanye, Pharrell Williams, and also Virgil. I did an abstract interpretation of what goes on in their head when they’re designing sneakers — it’s three of their most popular sneakers inside their head.
Apart from that, the Damien Hirst one was really cool as well. I think the mix between the fact that sneakers are too expensive and too limited and that Damien Hirst is the richest living artist right now is ironic. It comments on how streetwear has become materialistic.
Do you ever have a hard time coming up with ideas?
Yeah, sometimes. It’s not a writer’s block, I’d say it’s like a design block. If I do have a hard time with anything, I’ll literally go outside and see what inspires me. A lot of my work combines real life with streetwear. Literally, I was walking outside, saw a traffic light and thought, “I can do something with that.”
Why are streetwear and sneaker fans so interested in memes? How have you experienced the overlap between memes and the culture?
I think meme culture is great within any community. It’s like having an inside joke only you and your friends know that’s related to a topic you’re all interested in. It’s a breath of fresh air amongst all of the hype and materialism in streetwear right now. One of my favorite meme-based streetwear accounts is @itsmaysmemes. Everyone in the community seems to be in on the joke, which is a great thing to see. Oh, and I can’t forget Bella Hadid’s “Homeboy’s gonna like… get it” line. I think that made everyone want to go out and buy a pair of fresh sneakers. As long as people aren’t taking it too seriously, then I do think it’s a good thing.
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