Interview with Alex Singh of etc. on the boutique label’s most recent project, Swami Safari. What’s the concept behind the Swami Safari project? ‘The basic concept is exploring this Swami character we’ve created, who’s running around on his inner safari in the ether. During his safari he interacts and meets all kinds of gods, crazy creatures and fantastical people and places taken out of ancient mythology. A new tee is designed and produced each month in association with a specific artist’. How does this fit in with everything else that you’re doing? ‘This is the first phase of Project Marrakech, an online exploration and transition of real world fashion into a digital space. Swami Safari is a side project for the etc. label but its also part of a totally different direction. Currently the fashion industry is very backwards, very archaic, very traditional. We’re trying to break that model and the inflexibility behind it by going online and direct to our (potential) customers’. What are the core themes inspiring Swami Safari each month? ‘The main theme is mythology, then ancient history and culture. The underlying creative themes are obviously the story telling aspect and James’ artistic style too. But purely in terms of monthly inspiration I’d also consider contemporary and ancient religions, spirituality and all things airy and fairy that are difficult to define. The things science can’t measure or comprehend - which mean that it avoids definition and one-minded interpretation’. We’ve got three Swami Safari tees to give away. Leave a comment telling us which mythology you’d like to see explored by the Swami in an upcoming month and we’ll announce the three lucky winners with a comment on Friday Dec 22.
Also by ANDY
We’re now stocking your creations
Our online store has been kicking along nicely for a while now, featuring prints by Andy Smith [pictured], tees by Das Monk and jewellery by This Charming Man to name a few. We have visitors from all across the globe and some of our pieces have been racing out the virtual door faster than we imagined possible. Aw, shucks! Now it’s your turn. If you design, create, or distribute products and artwork that fits with our style, and you’d like to see your goodies stocked on our shelves in time for Christmas, drop us a note introducing yourself and we’ll take it from there. Psst … we’re planning some Christmas gift ideas and subscriber offers too. We reckon you’ll like them.
The knuckle sandwich charm necklace by This Charming Man features two pieces of bread on either side of a tiny set of brass knuckle dusters. Rad huh? Get yours now for $140.
Australian jewellery label Peas, Corn and Tomato Sauce produces a range of one-of-a-kind jewellery made from items including busted vinyl, burnt and dismembered plastic dolls, chess pieces, and toys including army men, monsters and cowboys and Indians. Each piece is unique, hand-made and comes with a guarantee to start conversations wherever you go. Come over to the Lost At E Minor store and grab one now for $33. Read more
YOU'RE SAYING (16)
Es said | 15 December, 2006
The Olympians are always a good one. I would like to see Athena being featured, seeing as though she’s the goddess of domestic arts & war. It can be the war against bad taste, and as her symbol is the owl, maybe you can have a owl perched into a crayon tree where the branches are crayons & the colours spill into the sky. Or a monochrome version of what I just described.
I’m also a fan of Romulus & Remus drinking the milk from the tits of the she-wolf. That would make a lovely detailed drawing on a T don’t you think.
Ian M. said | 15 December, 2006
the surf gods…we need a good surf swell due to having crap waves recently :[
Gary said | 15 December, 2006
Honestly, I believe everyone will be intrigued to see Swami exploring the Egyptian mythology as, of today, amazingly it’s still shrouded in mystery with its ancient hieroglyphs, tombs and pyramids.
Legendary and historic. Complex yet alluring. The physical and spiritual attraction it offers will definitely lead Swami and inevitably us to further explore and experience the adventure of a lifetime!
Dittmar said | 16 December, 2006
Tarot mythology. All cards indicate that I want a shirt.
hussy said | 16 December, 2006
the mythology of rockology … wolfmother; leather pants; and the mighty heavy metal salute.
lastworthy said | 18 December, 2006
how about slavic mythology? all kinds of fun/underappreciated stuff, Koschei the deathless, baba yaga, underwater kingdoms, prophetic birds: http://en.wikipedia.org/wiki/Image:Vasnetsov_Sirin_Alkonost.jpg
luchinko said | 21 December, 2006
I think any exploration should start within, Swami should realise him/herself as a baby, new to the world and excited by ordinary objects… a sort of renewed vision of life and all the coolness within it!!!
George said | 21 December, 2006
If your really trying to break the cycle of the ‘backwards’ fashion world:
1) go study fashion
2) try doing something stussy hasn’t already done
3) do something forward…….starting a t’shirt label isn’t the most ‘OUT OF THE BOX’ thing
….why don’t you try colouring books.
Alex said | 21 December, 2006
Gypsy (Roma) mythology, such as vampires and werewolves would be kind of cool. The less well known stories and characters/creatures could be explored as well.
ANASTASIA said | 21 December, 2006
the russians are definately responsible for bringing more than just vodka to the world…. swami may care to delve into the battle between belobog & chernobog, fly with the sunbird, dive underwater and peruse vodniks’ collection of jarred souls… or bring to light many of the other much underappreciated russian jems
Rob said | 22 December, 2006
Swami should tap into the mythology of Mesopotamia (ancient Iraq). Te land of the Tigris river and the Euphrates is full of amazing myths and stories but also because Iraqs cultural heritage is being so terribly pillaged and forgotten with all the horror thats happening there now. I was particularly thinking of the story of Gilgamesh, the oldest ever recorded epic . It is about King Gilgamesh and his buddy Enkidu’s wild adventures and its full of quests and monsters and sex with sacred prostitutes and drinking and swearing and fighting and killing and grumpy gods and journeys to the underworld and so forth….lots of fantastical good stuff to draw images from.
Salimah said | 22 December, 2006
Yoruba mythology is really dynamic, beautiful and sometimes frightening, almost always allegorical.
Squee said | 22 December, 2006
How about the mythology of the Magic 8 Ball… how is it that it always knows the right answer in a time of need…
Zolton said | 22 December, 2006
Thanks to all the entries and the creative suggestions. The three winners of Swami t-shirts are Rob, Anatasia, and Es. Congrats to all. If you can email me with your postal details, we can get an awesome Swami shirt to you shortly after Christmas.
Mario said | 23 February, 2007
Urban mythology
HAVE YOUR SAY
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We hope you're enjoying your time on Lost At E Minor, but it’s not over yet. Got something to share? Tell us about it and we'll look to publish it. If you want to have your work featured on the site, we'd love to hear from you. Or if you’d just like to talk amongst yourselves, that’s cool too. Pssst, we also have an online store stocking some of the goodies we feature on the site.
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Monty said | 15 December, 2006
If the t-shirts are anywhere as cool as the photos, then I’m putting my hand up for one right now …!