The Cost

Freedom of choice, as long as it’s in pastel. A riff on the infamous “casuals” staple polo-shirt, ubiquitous on the football terraces of 80’s Britain, a shoplifters right of passage, traditionally denoting a set of values reserved for the Middle Class, this tennis champion’s brand being one the first the working class casual “detourned” in order to evade the attention of the Police. From the terraces to artschool and back again. Art and artists as brands with leverage to turn cultural capital into money, but at what cost ?