The A.P.C. x Brain Dead collaboration is weird af, but in a cool way

Words by Sasha Gattermayr

Future Shock.

If there’s one thing we know about Brain Dead, it’s to expect the unexpected.

Their latest artistic venture is a collaboration with French brand A.P.C. was exactly that. The collection was conceptualised as merchandise for the 1972 documentary, Future Shock. Featuring some ’70s sci-fi special effects, dry ice, and futuristic fonts, the capsule consists of hoodies, fishing vests, and tote bags all emblazoned with Future Shock‘s original graphics.

Either a movie poster, excerpts from the script, or the title feature on every piece.

To add his own touch of idiosyncrasy, A.P.C. founder Jean Touitou cited psychoanalytic theory and prominent existential philosophers in the press release announcing the collaboration with the international collective of artists and designers.

“Our minds are programmed,” he said, cryptically. We’re happy for them to take our brains if we get to look this mindlessly good.

All pieces will be available in select A.P.C. and Incu stores around the country from September 10.

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