ounded in 2002 by myself and Reid Stewart , beneath a buzzing light bulb in a dingy basement suite, The Lifetime Collective™ began as a collaborative group of artists and friends. With clothing as the main focus, our brand was inspired by the communities they live in, the places we travel to, and the curious characters that surround us. It was a family-spirited operation receptive to ideas that are shifting and paths that are twisting.
More than a “brand of lifestyle,” Lifetime was defined by the changes that occur and the creative ways we adapt. In fact, the theme of Lifetime should have been, “a work in progress,” as it was ever-changing and far from finished, a dream never fully realized.
Lifetime Spring/Summer 2012
As always with lifetime we set out on an adventure to capture our collection, this time I had put together a road trip from Vancouver Bc to Arizona and back again. Packing the van with a ten person production crew including talent a stylist and videographers we set out to capture the inspirations behind this spring/summer 2012 collection.
When building the colour pallet for this seasons collection I had been pulling a lot of my inspiration from the landscape that bordered Arizona, Colorado and Utah. So for me this was a natural backdrop to go merchandise the collection with.
The salt flats felt like a great place to spend the night and get the van stuck.
We would merchandising our studio shoots with items found along the way.
Video 1 - The Road Trip
When ten human beings cram their bodies and belongings into a van and embark on a weeklong journey into the desert, you can be sure the trip will represent something slightly different for everyone: adventure, relaxation, or even a romance produced by lack-of-sleep.
Mixing poetry and music, this film tells the story of four kids whose desire to escape the daily grind results in a weeklong voyage into the red sands of Arizona. Tired of work, with big dreams of play, our group is overcome by the longing for a new place to roam, jump, dance and camp out. This is our vision of bliss, a portrait of the road and a love letter to the crazy adventures that Lifetime can’t help but attract.
Video 2 - The Trip
The story is split in 2. Where Part 1 mirrors the home movie, full of climactic moments and candid gems, Part 2 explores the land and all the escapist madness it generated. “We drove endless hours falling in and out of sleep. I'd close my eyes in a forest and wake up in a red sand desert. The constant rumble of the tires on the road created a vibration that followed us everywhere.”Why they may have stayed too long…
- Directed by: Salazar
- Photography: Jeff Petry
- Featuring Music by: Thee Oh Sees
- Styled & Cast by Mila Franovic
- Hair/Makeup: Shannon Reynolds
- Cast:David Adrian Mattatall (Rad Kids), Miki Heaps (Rad Kids), Hamish Olding at Key Model Managment, Siouxsie Gletzer (Rad Kids)
- Captain/Executive Producer/Pied Piper: Trevor Fleming
