KNOWN for their bold T-shirts and tank tops, We Are Massiv has been making waves in North American electronic dance music (EDM) circles for a few years now. Recording artiste Rihanna and EDM powerhouse Major Lazer are celebrities displaying their affinity for the brand.
Designer Nathan Amar — a New Yorker by way of Los Angeles -- recently joined forces with Jamaican director Nile Saulter to shoot a fashion film starring model Cindy Wright (Miss Jamaica Universe 2006) in St Andrew.
Amar shared his inspiration for the leisure apparel which often features text and artwork influenced by pop culture and sports.
"I had this vision of creating something that appealed to everyone. My first clothing line was called Rebel Roots and it was inspired by a lot of old reggae artwork, but it only appealed to a certain niche market," Amar told Splash.
"After we finished working on the new line we decided to call it Mass Appeal. It was when I was in Jamaica last year that the name We are Massiv hit me," he continued.
The idea to shoot a fashion film came from Saulters.
"I think the film showcases the brand well. The general concept is simple; we follow our model [Wright] on a sort of day in the life experience, creating a lot of parallels with the beach and the more urban street setting," said Saulter.
"There's a loose narrative, but it's definitely about experimentation which is what I love about doing fashion films. We've tried to create a sort of atmospheric vibe, mixing the ethereal with the gritty style of the streetwear. There's no dialogue, just carefully selected music," he added.
Shot along the Palisadoes strip and in Sandy Park, the film entitled Seasaw targets trendsetters.
"We decided to make a really sexy film, one that shows that we are everywhere. There's a bit of edge with a bit of romance, so there's something for everyone," said Amar.
The film will premiere at We are Massiv's next pop-up shop in New York in June.
Featuring slogans like 'Babylon is Falling' and 'No Mental Slavery', their brand of street wear is clearly influenced by Jamaican culture.
Nile Saulter filming the fashion flick Seasaw.
   Nile Saulter filming the fashion flick Seasaw. #slideshowtoggler, #slideshowtoggler a, #slideshowtoggler img {filter:none !important;zoom:normal !important}  1/1  |
Amar shared his inspiration for the leisure apparel which often features text and artwork influenced by pop culture and sports.
"I had this vision of creating something that appealed to everyone. My first clothing line was called Rebel Roots and it was inspired by a lot of old reggae artwork, but it only appealed to a certain niche market," Amar told Splash.
"After we finished working on the new line we decided to call it Mass Appeal. It was when I was in Jamaica last year that the name We are Massiv hit me," he continued.
The idea to shoot a fashion film came from Saulters.
"I think the film showcases the brand well. The general concept is simple; we follow our model [Wright] on a sort of day in the life experience, creating a lot of parallels with the beach and the more urban street setting," said Saulter.
"There's a loose narrative, but it's definitely about experimentation which is what I love about doing fashion films. We've tried to create a sort of atmospheric vibe, mixing the ethereal with the gritty style of the streetwear. There's no dialogue, just carefully selected music," he added.
Shot along the Palisadoes strip and in Sandy Park, the film entitled Seasaw targets trendsetters.
"We decided to make a really sexy film, one that shows that we are everywhere. There's a bit of edge with a bit of romance, so there's something for everyone," said Amar.
The film will premiere at We are Massiv's next pop-up shop in New York in June.