There was a time when I grew up, when fake goods started flooding the market. Mostly you got them from your grandparents who visited street-markets in southern countries and brought some gifts. Maybe this is how real “streetwear” was born ;)
Anyone remembering the “I’m the Boss” sweatsuits or Diesel punk head t-shirt in various eye-soaring colors from back in the 90s? Nope – maybe (luckily) you are too young.

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Back then no-one had a problem with the fakes – it was because they maybe didn’t even know that the stuff they bought were fakes since they probably didn’t know the original brands anyways.

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Then in the early 21st century fake markets exploded – especially in China and other Asian countries. We saw the Gucci Chain bag in different materials and when you were lucky you also got your hand on a jack of all trades device “Chain” bag with Dior logo and Louis Vuitton lining.

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China is still the unbeaten master of faking things. They fake airplanes and even whole cities like the small town “Hallstatt” from Austria, that has been rebuilt as a complete copy in China.

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Not to mention all the fake watches coming from the culture of fakers. For me fakes always felt wrong. I tried them in my younger days and brought home a fake watch from Thailand. But they ended up in the trash bin shortly after managing to smuggle them into my home country.

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Now there is a new way of faking things like Gosha Rubchinskiy’s fake Tommy Hilfiger logos and Vetements faking Trasher T’s. So even big high fashion houses are now copying from each other in a very obvious way and you can see similar styles in pretty much every line. And lastly they are all drawing inspiration from (or simply faking?) streetwear looks and youth culture trends.

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Also every mobile phone and laptop looks pretty much the same due to our fake world. Now even Instagram fakes Snapchat and will for sure hurt the short video app very much. Also in the blogger scene one fakes the other with looks and poses – still don’t know who came up with the silly duck face first and now for the harder boys we have the so called “russenhocke” (russian-crouch). I tried that move in this post too – let’s see how long I can keep it ;)

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It suddenly became ok to wear and use fakes – and these fakes sometimes even cost ten times more than the originals! The label Vetements perfected this absolute paradox, by blandly faking cheap uniforms and turning them into expensive high street pieces.

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I had to overthink my perspective on faking things. Maybe faking things is just the normal process of an endless evolution and also of our times. In fashion it was always about “faking” the past decades. Maybe it’s not too bad to fake at all? I think when you really use the inspiration of something that exists and put something new to it it’s evolution and maybe every product which exists today just exists because of this process?

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Keeping it real

For the story I teamed up with Mr. Pruegl – a very talented photographer – and we asked our good friend and one of the best location scouts out there – Philipp from dortundhier – for some tips. He came up with this very creepy place in the Vienna woods. An old Sanatorium used by the Nazis and now just here to creep some urbex junkies out. Well, it was the perfect spot to keep it “real” for this production.

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A real anti-lifestyle place, but who knows and it will soon be the place to be for every lifestyle blogger ;)

Since I haven’t made up my mind about the fake styles yet, I chose a “real” look made with styles by Christopher Shannon and a new pullover by the Viennese fair & organic label better b. good. I met the two girls from the label years ago and am happy to announce that they are back in men’s fashion business” Make sure to check their basics with a conscious mind!

My real no fake look:

Cap: Selfmade
Jacket: Christopher Shannon S/S16
Pullover: better b. good
Shorts: Christopher Shannon S/S16
Sneakers: Vans customized by myself
Belt: Customized by myself

 

Photographer: Micheal Pruegl
Location: Sanatorium Vienna Woods, Austria
Video filmed by Michael Pruegl 
Produced by myself
Music: Nihilore – Dasein