AUGUST HOMEGROWN :: 001 FAKE CLOTHING

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FAKE CLOTHING is a brand concept by August store manager, Alex Hysel. Originally launched in 2018 when Alex was studying fashion design at UW-Madison, the brand's mission is to bridge the gap between consumer fashion and fine art, and investigate the relationship between ‘real’ and ‘fake’.

Transcending the traditional expectations of streetwear, this tee consists of multiple conceptual layers. The first of which is identity, as the bag depicts the exact bag Alex wears almost every day, exactly this way. The second concept is the question of authenticity. The bag here is obviously not real, but instead a trompe l'oeil representation of one. But even Alex's original bag itself is not "real", but a counterfeit, not that anyone would ever know. The result here is a fake, fake bag on a t-shirt.

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