PUB / CULTURE

Culture

LUCID RUSH is not only clothing. Documentation of the things the brand actually comes from.

3AM On The Ring Road

Four cars, one empty ring road and the two hours when a city finally belongs to the people awake in it.

The Drop 002 campaign, shot in one take at a closed petrol station outside the city.

A basement night with a phones-down policy, and what happens to a crowd when nobody is performing for a camera.

Three days on a coastal highway with no bookings, one bag and a broken phone charger.

Why we garment-wash every black piece, and why the third wash is the one that matters.

Twelve people who bought Drop 001 in the first hour, photographed six weeks later.