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This Younger Immigrant Designer Added Digital Ache to GenZ Trend Traits

5 min read

Self-taught designer Denis Guseynov not too long ago disrupted LA’s trend scene together with his viral replicas of Kanye West’s iconic sneakers. His new assortment, created in collaboration with prime influencers in avenue put on, guarantees to turn out to be one other hit.


Younger designer Denis Guseynov is aware of GenZs’ hidden wishes higher than anybody else. In response to this trend ‘outlier’, they crave restricted version clothes, scandalous ideas and provocative kinds.

His new assortment, Paindigital0000, combats conventionality by means of designs impressed by neo-cyberpunk, a retro-futuristic model that first emerged in Japan, and the underground streetwear and tradition of the early 90s.

The gathering is in step with the newest and hottest pattern in streetwear, known as bootleg. Rooted in underground tradition, this pattern challenged the style hierarchy and disrupted the boundaries of high fashion. It additionally not too long ago reached the collections of the world’s prime luxurious manufacturers.

To boost consciousness among the many new era of fashionistas, Denis works with LA’s coolest influencers — prime trend videographers, photographers, and stylists.

Guseynov’s major collaborator and videographer, the multidisciplinary artist Phoenix Pleasure Divizn, is thought for his distinctive contradictory model. He created movies for a lot of celebrities, together with Bella Hadid and Playboi Carti. Pleasure additionally collaborated with Virgil Abloh, Ian Connor and Lil Yachty, serving to them introduce streetwear trend.

Credit score: Denis Guseynov, Paindigital0000

Different prime influencers supporting Guseynov are Sober Yung Walter, Balenciaga’s ambassador liked by tens of millions for his high-end style, and the anti-influencer Lil Jupiter, well-known for his “post-normcore streetwear sensitivity.”

Collectively, these trend trendsetters intention to disrupt the way forward for streetwear and problem the concept of what’s acceptable.

Guseynov already added a brand new twist to trend together with his first assortment, which encompasses a restricted version of Kanye West replicas. Now, combining the novelty of streetwear and a reference to mass market merchandise, he seeks to go away his footprint within the LA trend business.

His unisex designs are a reference to the “company phantasm”, the worlds of Matrix and American psycho. We talked to Guseynov about bootleg, the way forward for trend, and his inventive workflow.

How did your first assortment go viral?

I’ve all the time been intrigued by Kanye West’s controversial and provocative ideas. His sneakers rank as a number of the world’s most desired footwear, and a few of his designs go for as a lot as $20K a pair.

So, my thought was to create a bootleg assortment for GenZs, a really restricted drop of 350 pairs. These have been replicas of unique Kanye West Nike sneakers of 2009, however that includes the clear label: “Pretend”.

I believed younger fashionistas would love the idea, however I didn’t anticipate the gathering to go viral. I simply didn’t have any finances for promotion and reached out to well-known LA influencers to see in the event that they’d like a pair to assist with promotion.

Abruptly, prime streetwear influencers began sharing my designs on Instagram, freed from cost, and the social media exploded. Phoenix Pleasure Divizn was the primary to reply. Finally, he really helpful that I transfer to LA as quickly as attainable to maintain the momentum.

Credit score: Denis Guseynov, viral replicas of unique Kanye West Nike sneakers of 2009

How did you get into the world of trend?

Earlier than the Kanye West bootleg assortment, I labored as a graphic designer for giant trend manufacturers. I’m fully self-taught; even graphic design applications, similar to PhotoShop and Adobe, I taught myself.

My profession began when my mates, musicians in a small underground rock band, requested for my assist with their new album cowl. Later, I gained a contest on the Russian House Company to develop designs for branded clothes and different space-inspired merchandise.

The idea I instructed was easy however inventive. I added the company’s emblem on prime of previous photos of the Moon made by the primary house ships. Additionally, I included sure components of rockets into T-shirt prints.

How did you turn out to be serious about bootleg?

From an early age I liked streetwear, adopted new developments and designers world wide. I’m an enormous fan of Virgil Abloh, some of the influential and revered trend designers of his era. He’s an icon of bootleg trend who later turned the boys’s inventive director at Louis Vuitton.

Abloh’s profession proves that energy dynamics are altering in trend. Main business developments are coming from the underside to the highest, with underground fashionistas appearing as the primary pattern setters. These are 15-years-old and younger rising artists of their teenagers who outline the business.

Dior’s final assortment, for instance, was made completely by lesser-known younger designers. Excessive-end trend now lives because of creatives coming from streetwear and underground tradition, as a result of that’s what GenZs need.


Why did you select LA as your private home base? Why are all younger designers right here?

LA, New York, and Tokyo are the three major trend locations. From producing clothes to promotion, LA is the very best place for a younger designer. Many main influencers and customized producers are based mostly right here.

For instance, should you sew in China, it takes weeks to get samples, verify all of the seams and tags. In LA, the manufacturing facility is simply throughout the highway, and I belief these individuals as a result of I do know them personally. That’s why the tag “Made in LA” signifies high quality for a lot of customers.

Lastly, what to put on? What are the newest developments and developments in Gen Z trend?

Every thing is transferring so quick due to social media, similar to TikTok. In trend, there are not any main developments anymore, simply micro developments. It’s troublesome to foretell what is going to occur to model. Designers and fashionistas must be quick and current to catch these micro developments.

It’s important to be in every single place, observe influencers who create developments on TikTok and Instagram, have an interest within the underground actions in New York, LA, and Tokyo.

Every thing is now tremendous saggy and outsized. Younger fashionistas and designers deal with inexpensive clothes, and luxurious manufacturers have gotten considerably of a joke.

That’s the place bootleg comes into place, reinventing trend, and that’s why I’m part of this motion. The business disruption has simply began.

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