The prudent fable, “The Tortoise and the Hare” preaches the virtue of pace. While some speed to the glossy lights of the finish line, burning out on their way, the smart take it one step at a time.
Street wear label Schwipe are not only the poster children for pace, they are also one of few brands that maintain credibility as their success grows. Back in 1999, mates Times and Crossy started the brand as an answer to Australia’s devastating t-shirt drought, “It was only out of necessity that we started making our own clothes, because everything else was shit.”
Here in 2006, the self-titled, “ambassadors of unintelligent absurdity,” find themselves with an offering above and beyond a few cool Ts. And while it’s causal all the way, their approach to design is anything but. If it’s brand-name-on-the-inside-collar-of-a-polo you’re looking for, you’ve come to the wrong place. Schwipe offers clever clothes that won’t leave you wondering why you’ve paid good money for a shonky t-shirt with font scrawled across the front. Snuggle into one of their hoodies and you’ll never crawl out of it again.
We call it gear for smart people; they call it "being-searched-by-the-cops-for-weapons-when-all-you-are-doing-is-having-a-cigarette gear.” If ever there was a Hare walking the tightrope in a traveling carnival it would be Schwipe. Slow and steady on the fine line between slick and shit – nailing it every time.
Schwipe winter 06 “The Savages are Loose”, out now. Visit their website for details
www.schwipe.com.au