non-gender, non-demographic denim brand 69 celebrated in MOCA retrospective

the museum of contemporary art in los angeles will celebrate the work of 69, a clothing and lifestyle brand known for its experimental full denim looks. the immersive installation – titled 69: déjà vu – promises to take visitors on a journey through its historic body of work, including eclectic garment collections, videos, and photographs.

images courtesy of 69

helmed by an anonymous artist, 69 has positioned itself as a non-demographic clothing brand since its inception in 2011. the brand has garnered a cult following in the last seven years of those who appreciate its favouring of exaggerated silhouettes and inclusive ideals.

‘I don’t really care about being a big name; as long as people continue to like my stuff, that’s all that really matters to me‘, the designer said in an interview with vice in 2011. ‘I just want to have a chill life and not have to stress out about anything.‘

69 is known for its use of denim, a fabric with wholly utilitarian roots, to create deeply elegant garments that resist easy categorization. from shaggy hats to denim onesies, chunky denim knit oversized cardigans to simple overalls, its collection demonstrates a commitment to clothing targeted at a mentality rather than an age, race, sexuality, or size.

the exhibition 69: déjà vu is the brands first solo museum exhibition at at the los angeles museum of contemporary art. it is curated by laura tattersall and will be set up at the MOCA pacific design center, running from august 4 to october 28.