IN FOCUSVol.4
DIALOG LOGO
From the stories behind the creation of items by THE CRIMIE to behind-the-scenes spin-off stories,
A column covering a wide range of topics, with the aim of offering little insights along the way.
For this fourth installment, the theme is the DIALOG LOGO. It's not just a logo, but a DIALOG LOGO. That's the key. So what does this dialog mean...? This time, taking a slightly different approach from the previous three installments, I'd like to trace the source of the messages that run through the heart of THE CRIMIE's craftsmanship.
「4812 GL AND GB 7714」。
This graphic is subtly printed on items such as T-shirts and tank tops. Have you ever wondered what this string of numbers and letters means? Almost no one is likely to figure it out at a glance. Honestly, it's pretty baffling, isn't it? (Laughs.) It actually means this:
4812 = The street number of the current headquarters address
GL = Abbreviation for GOOD LUCK
GB = Abbreviation for GOD BLESS
7714 = The street number of the address where the brand once had a SHOP in Los Angeles
Put these four keywords together and you get <4812 GOOD LUCK AND GOD BLESS 7714>. On top of that, the brand name THE CRIMIE comes from slang meaning "friends who've done good and bad things together." Its roots lie in the culture deeply ingrained in Los Angeles, America, and in a style born there. In other words, 4812 GL AND GB 7714 is a message dialogue that uses a combination of numbers and symbols to express the conviction that "you can't change where you were born or raised, so you have to make your own future."
There's also a signature motif featuring two overlapping hearts. Its inspiration actually comes from the 2 FACE imagery typified by Chicano tattoos. Popular among Mexican Americans, it means "Laugh now, cry later." Paraphrased, it means "Live in the present." The design often conveys the idea of living positively and making the most of the present, rather than viewing life's many events negatively and being held captive by the past. The heart motif was inspired by this idea, which deeply resonated with the designer. Perhaps you can also glimpse the designer's artistry alongside their message.
That was a long introduction, but let's get to the point. When it comes to clothes, we tend to prioritize appearance and comfort, but I truly hope you'll pay just as much attention to the messages and graphics. That's because the messages that peek through them embody the designer's heartfelt wish that they encourage everyone who wears THE CRIMIE to live boldly in the present. Graphics may seem like a small thing, but they matter. There's a view that only comes into sight when you get to the heart of things.
Mr.T
A fashion addict and specialist who works across the fashion industry, from consulting for renowned brands in Japan and abroad to PR and copywriting. What are they like behind the scenes...?
