Jeans. We begin with a raw cloth, a fabric made from a complex tangle of carefully crafted yarn. Jeans are durable for this reason. Their purpose is to wear the scars and repairs of our journeys. Jeans tell the tale of the places we have been, the songs we have listened to, the people we have met and the lives we have lived. So you could say, jeans are purpose built. Jeans are the uniform of the rebel. The staple of those who chose a life less ordinary. A part of every sub culture, counter culture and youth movement, jeans symbolize the spirit of purpose. Wear With Purpose tells the story of the people who wear them.

Do or die trying - the eternal ethos of New York City has marked it as a classic gladiatorial arena for young men who are willing to kill themselves for their craft. Louis wears the Hell Skinny jean. The ultimate musician's jean based the jeans worn by Richard Hell, the inventor of Punk style, wore on the cover of ‘Black Generation.’

After graduating from the Academy of Fine Arts of Venice in 2001, Alessandro Simonetti became a professor of Photography at The Institute of Arts in Padova, Italy. His work has been published in international magazines such as Tema Celeste, GQ, Arte, I-D to name a few. He has also collaborated on campaigns and specially curated art projects with different brands in Europe and US. For over a decade, his use of avant-garde methods of photography, while capturing the layers of cultural nuance beneath the surface, has placed him in the rare category of a boundary-pushing pioneer. See below 33 Hours in NYC from Alessandro Simonetti.

We’re excited to announce our sponsorship of the Independent Photography Festival this year. We decided that instead of just slapping on a logo, we wanted to collaborate in a way that supports emerging talent around the world. We’ve teamed up with 3 of the I.P.F’s talent photographers to showcase their 33 Hours in their respective cities. We kick off in London with Lola Paprocka.
About the artist: Lola Paprocka is a London based photographer, publisher and art director. Originally from Poland, she moved to London when she was 18. Lola predominantly works with medium format and occasionally 35mm. She finds inspiration in brutalist architecture and nature, with these two juxtaposed themes often presenting themselves throughout her photographic work.