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Beta unit on coolhunting ?

A Southern California streetwear label's multifunctional clothes for modern mystics

Southern California's Beta Unit introduces streetwear to an apocalyptic aesthetic that's usually reserved for the runway. In the upcoming fall collection, knits with mystical-looking geometric patterns bring crop formations to mind and functional details fit for nomads, like a hood that converts into a scarf, feature prominently. "Like many of our other projects, we were driven by simply wanting to see an idea we had in our minds become reality," explains Beta Unit's Tim Sheehy.

Based in Encinitas, CA, Sheehy founded the label ten years ago along with Michael Schwarz, Austin Pinder and Bryan Ray. The group of friends came together through skateboarding and snowboarding, collaborating on projects that ranged from video art to screen printing. After Beta Unit's t-shirts found their way to Los Angeles stores in 2005, the group worked its way up a "steep learning curve" to cut-and-sew pieces, which they first launched in '08.

"Some of our early hoodie designs were pretty conceptual; we had never seen anything like them in real life, so we had no idea if they would even work," Sheehy reveals. "But everything just looked so rad sketched on paper, so we taught ourselves how to sew, design and produce, and thankfully we figured it out."

The label also experiments with denim, painting it by hand or applying wax coatings. A black denim wash turns red underneath with wear. "We wanted to offer denim that appeared to age or wear in naturally, yet at the same time unnaturally," Sheehy says.

WARN-U

written images

Written Images from d_effekt on Vimeo.

Written Images from d_effekt on Vimeo.

Makoto Taguchi

want this in black!

http://showtime.arts.ac.uk/makototaguchi

Makoto says:

I am especially interested in the process of shoe-making to apply new design ideas.

I have learned all type of shoe making method from traditional hand-sewn to modern glued shoes.

For the final project, I used a variety of those traditional shoe making techniques combined with fresh ideas.

One of my design philosophies is simplicity after complicated process.

Every product of every details are meaningful but nothing too much.

Keeping the balance of the product at the strongest point has been always a key.

Snowboarding in Encinitas? with Videograss

Come get hyped on snowboarding this friday across the street from our pad in downtown Encinitas at La Paloma Theatre

Bonvoyage - OFFICIAL 2010-2011 Snowboard Teaser - Videograss from vas entertainment on Vimeo.

Ahh, the youth of today

closeness

BETA UNIT S/S 2011: Dead Lines at Capsule trade show Aug 18-19

For S/S 2011, Beta Unit presents a new range of self-aware creations,
stumbling out of the ruins of an alternate past, featuring vintage reissues of garments resurrected from long lost civilizations.

Part grunge, part medieval, part sub-saharan gothic- the pieces include light weight sweaters,
jackets, knits, and denim for men, specifically designed for abandoning all hope,
blissful youthful surrender, and hacking the mainframe.

The S/S 2011 Collection, Dead Lines, is available for pre-booking at (capsule) Las Vegas, August 18 & 19.

(capsule) Las Vegas
The Venetian
January 18 & 19

Sales Manager:
Michael Schwarz
ms@betaunit.com

http://betaunit.com

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