The best kinds of collaborations don’t merely create merch but explore and expand upon a purpose-driven project. ThisIsNeverThat and Public Release respect the power of purpose enough to reunite almost two years after their first team-up to expound on an idea initially put forth with, yes, purpose.
ThisIsNeverThat and Public Release are once again focused on a bag. But not just any mere bag: This is a utilitarian essential for the modern-day DJ.
“The bag in itself is designed to be a useful tool, not just something that holds a bunch of tools,” Public Release founder and DJ Eugene Whang tells Highsnobiety.
“There was no bag out there that spoke to me that was purpose-built for holding headphones and addressing USB stick storage in a simple and efficient way. There are plenty of vinyl record bags out there — I even designed a compact one with nonnative a few years back — but still no one was really addressing the modern day DJ.”
This stylish little shoulder bag can hold your headphones, USB sticks, night-out essentials and quite a bit more, in a package that perfectly balances the proportions of an all-day accessory.
It’s an update to the original shape that the two put forth last year, embraced by DJs like James Murphy, Heron Preston, and 2manydjs.
“The overall design has been honed and improved,” continues Whang, who’s also an industrial designer. There’s mesh inside “because I wanted it to be easily recognizable [so] you can easily see if your sticks are with you before a gig, but more importantly after the gig when things are typically very hazy and a bit messy. Us DJs have all misplaced or lost our sticks at the end of a night. Now there’s a dedicated spot to clip into which makes things very obvious and easy to remember: People have loved this.”
When dealing with intentional gear like this, it’s all about the little things. And it’s especially about the subtle traits shaped by IRL experiences.
As such, the bag itself has also grown a bit plusher, more rounded and streamlined but still cut from a hardy nylon ripstop. It also wears a “F.E.E.L.” logo — designed by Fergus Purcell, who drew the Palace Tri-Ferg logo, to represent “Full Emotive Energy Level” — that signifies it as a sequel to the duo’s prior capsule, “thisisafeeling” — as in, the feeling you get from hearing a true banger in the club.
Everything about this line specific, which is the best thing to be when you’re wading into a densely occupied space. The accompanying apparel is all washed-out and easy, a subtle wink to other knowers who’re also part of the club. Even the campaign was shaped by intent.
“The campaign was shot in Tokyo with one of our favourite photographers, Takashi Homma,” Whang says. “I first learned of [Homma] through early issues of Relax magazine, and he was so culturally ingrained [in] the Japanese street/fashion/art scene. His photographs, point of view, and visual aesthetic had a lasting impact on me.
“When it came to decide how to present the collection, and photograph it, we wanted to show it in a more artful, editorial way, rather than a typical polished staged campaign shoot,” Whang added, pointing out that the models include touring DJ Yuka Mizuhara, burgeoning talent Keigo Okazaki, and himself. “We wanted it to use people that were all connected through music.”