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Welcome to the house of Fly53

How an AW09 stills shoot turned into a full blown fashion film for Fly53 thanks to chalk ‘n cheese photographic frères The Wade Brothers.

You’ve got to give it to The Wade Brothers – they’re nothing if not ambitious.  Having been tasked with the challenge of a stills shoot for the autumn/winter 09 look book of British streetwear label Fly53, David Lindsey Wade decided to call on the assistance of his brother Lyndon to expand the project way beyond the brief. 

With brothers in arms the original plan to shoot a series of sexy, sleazy, dark and surreal rooms quickly morphed into the idea to create a David Fincher-esque house party crammed to the rafters with misfits, miscreants and mobsters. With undertones of Philips’ online Carousel film and HBO’s cross-media Voyeur project, the end result, the House of Fly53, is an engaging online brand portal with a difference. 

As well as rocking a blog packed with gig reviews, band interviews and event photos, fly53.com gives friendly nods to other creatively-minded individuals and will soon be launching its own ‘zine.  

Running the subversive gauntlet right up to the usual, staid ‘about us’ section, the brand’s history receives a truth-and-lies mash-up on the US area of the site, raising more q’s than a’s. What we do know though is that the label launched in the mid 90s off the back of graphics experiment that resulted in a limited run of highly sought-after T’s. From then to this latest evolution Fly53 has grown its reputation as the self proclaimed “outfitters for the resistance” and established itself with a range of innovative creative executions.

Stephen Wealan is Web Editor on Shots Magazine www.shots.net

 

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