LACK OF GUIDANCE RELEASES FIRST COLLECTION
Until now Lack of Guidance has mainly released single products, often tapping into stories (or social issues) having to do with football.
After doing several releases and collabs (Nike, Woei, Mundial) they thought it was time to make their first collection.
It consists of 5 high quality long sleeves and a suit made from a fine wool blend.
The collection was made in Portugal and the branding on the long sleeves contain a few sneaky football references.
The campaign shoot took place in the south of the Netherlands, where LoG’s fictional football team spent two days rehearsing and relaxing.
“We wanted to catch the vibe of a football team in the sixties that went overseas to play in the World Cup. Often these teams would have a lot of time to kill between the daily training sessions. This always resulted in a lot of playful situations. We tried to capture those moments.”
LoG’s campaign consists of both film and photography from Gilleam Trapenberg and Madja Amin.
Besides their (online) store, the collection will exclusively be available at @beams_official in Tokyo.