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Wellington

111 Victoria Street

Wellington

New Zealand

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+64 4 381 4653

Opening Hours

Monday – Thursday: 10.00am – 5.30pm

Friday: 10.00am – 6.00pm

Saturday: 10.30am – 5.00pm

Sunday: Midday – 4.00pm

Sep 25 2018

Creative collective Brain Dead are back with a new offering of erratic prints and disruptive imagery, fittingly inspired by sci-fi novels and forest dwelling hermits.

Brain Dead's F/W18 Collection is Coming Soon

Brain Dead don’t buy into today’s ‘streetwear’ culture of luxury and limited edition pieces, choosing instead to “make a brand that [is] merchandise for our culture that we love”. With a love for strong graphic tees and the subcultures that they can represent, a main focus of the brand conveying ideas; “not just trying to make products”.

Based in Los Angeles, Brain Dead are a heavily collaborative brand with a strong creative community focus. Self-described as visually fluid, it’s hard to pin point the brand’s exact image - but perhaps that’s what keeps them so interesting.

“The thing with all this stuff is that streetwear became about fitting in rather than being different. The way it’s been translated through Tumblr, Instagram and blogs is that it’s reaching out to millions of people and telling them how to live their life. It’s almost like the 50’s again… get a car, get a family…”

Inspired by a wide range of of disciplines, Brain Dead are known for drawing inspiration from obscure comics, album artwork, skateboarding culture and punk aesthetics. However, the latest collection takes its cues from subtler sources; The Southern Reach Trilogy by Jeff VanderMeer and Stranger in the Woods: The Extraordinary Story of the Last True Hermit by Michael Finkel. Both explore the strength and pull of nature, with one based on fact and the other science fiction. In an interview with Goodhood, Brain Dead designer Ed Davis talks about how the books resonate with the age we live in;

“I guess, as I’m getting older I think about this shit a lot more… the future of the world and stuff… I spend a lot of time in my head thinking about strange things like that”.

An amalgamation of bold contradictions, the collection’s lookbook contrasts the natural world with one’s virtual existence; a strangely calm impression of possible futures. Brain Dead’s Fall 2018 drop is coming soon to Good as Gold.

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USA $29

UK $49

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Full priced items may be returned for a credit with Good as Gold within 7 days of receipt for New Zealand purchases, and 10 days of receipt for international purchases.

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