Not too many brands present the timeless story of a generation ‘coming of age,’ as the growth of fashion is perpetually young. 1989 STUDIO, on the other hand, identifies with the maturity of culture among groups and fashion being rebellious in its very nature and equally conservative.
Chaz Jordan, the founder, and designer of 1989 STUDIO, has a background that goes back to the essence of streetwear and its cultural influence. He previously worked with Don C at RSVP Gallery in Chicago, where he would learn from notable friends like Ibn Jasper and the late Virgil Abloh
Jordan launched his first label at 22 years old. His second brand, Ih Nom Uh Nit, gained popularity in celebrity and pop culture circles before its acquisition in 2022. Jordan debuted his brand 1989 STUDIO in 2021, later acquired by the Folli Follie Group.
1989 STUDIO is a modern luxury lifestyle brand founded by designer Chaz Jordan, a University of Illinois alum, who recently showcased its SS24 collection at Paris Fashion Week at 71 Rue du Ranelagh in the courtyard of a 19th-century school. A setting fit for a story told through the dramatization of young skateboarders pursuing life, standing on four wheels, and abruptly chased by a security guard, only to return in ripping the tablecloth from a dining table. Simultaneously and somewhat ceremoniously, the table setting and glassware are sent to the floor, breaking on the cobblestone ground.
The runway show featured theatrical elements, including a live performance by professional skateboarder and Louis Vuitton model Robert Neal. Transporting guests to the fictitious “Sunset High” High School set in the early 2000s showcased looks inspired by senior fashion statements of that era. 1989 STUDIO was sewn deeper into the atmosphere with an exclusive music track titled ‘SUNSET HIGH’ from 2 Chainz’ who hadn’t released a song in over a year. The music track is a collaboration between 2 Chainz and Jaylien and features numerous cultural references that align with Chaz’s creative direction while verbalizing the brand name in the lyrics.
Described as a “graduation [into] workwear,” Jordan is part class of talent nurtured by the exploration of its own youth. Jordan’s first show for 1989 STUDIO showed its FW23 collection earlier in 2023, representing a rebellious behavior, covering models in all black as the garments symbolically rendered their own path down the runway.
The collection features culturally accessible luxury pieces that reference different moments in Jordan’s upbringing, career, and the culture around him. The collection pays homage to the 08 Kanye x Louis Vuitton ‘Red Octobers,’ bridging streetwear and luxury. It aims to bring quiet luxury to markets that value self-expression over material possessions.
Another highlight of the collection is the brand’s signature Skate Low sneaker, which underwent an elevation in material selection and overall construction. Now produced by Search N Design, the team behind Fear of God’s footwear program in Italy, the sneaker features premium-grained nubuck leather with added padding throughout the upper portion. The design creates a soft, supple, yet sturdy, and skateable luxury sneaker, catering to style and function.
Founder of the 1989 STUDIO label Chaz Jordan recalls the initial moments, “The brief was this iconic shoe that surprisingly no one has tried to touch in 15 years. This was my introduction to the luxury space. The most anticipated shoe at the time – people were camping out for that [because it] had limited global inventory. This is what we were looking at. Not a pair of new ‘insert brand here’ that’s dropping this Saturday, every Saturday.”
“It was more substance,” Jordan notes. “There was a greater appreciation. And then it was coming from Louis Vuitton, and Kanye [West] with Mark Jacobs. You don’t have [much] ‘collabs’ and releases like that today – in my opinion – that has such prestige. And that was his first sneaker with Louis Vuitton. The anticipation was through the roof.”
“It was such an iconic and defining moment – in my career and in my experience in this world and in this space – I [thought], how can we pay homage to that, but then modernize it and make it a bit more contemporary in the sense of choosing the most high-quality materials that we can use and then infusing skate culture and theme into it. I knew that we would need some time to tweak the design and get feedback from the market to really make sure the shoe [is] quality.”
The coming of age that designer Chaz Jordan has experienced, found its touch points and learning curve came while working with Adidas early on in his career. Search and Design, the company behind Fear of God’s footwear, has guided the 1989 STUDIO’s celebratory shoe design. Jordan additionally focuses on infusing his couture background into his ready-to-wear fashion collections, building on the idea of graduating to the next level.
He says, “If you look at the last season, January’s show, it was a lot more youthful. That was supposed to symbolize the freshman class – the sophomore class. And with the SS24 show, this is the senior graduating class. A lot of the looks were not complex. That’s where the couture work came into play. A lot of hand-beaded, hand-pearled, embroideries. I did a lot with Future on that. Like we did the cover of High Snobiety magazine [Fall/Winter 2017] with the full embroidered jacket. I did a couple of tours with him in wardrobe and two chains.”
That experience and cultivation firmly planted Jordan within the culture and develop his fashion aesthetic. “The purpose [of this season’s] show – when we were in high school, we were wearing shorts, sweats, ‘sleeves.’ Or you just throw all that shit on at the same time and that’s what we wearing, especially a senior.”
“That’s what we were trying to recreate. If you are a senior, how are you showing up at school every day? That was the elevation. And with the models, we also chose those that looked a bit more mature,” Jordan concludes. As the label matures, so does its customer. Recent highlights have included 1989 STUDIO featured in Travis Scott’s “K-POP” music video, worn by the Weeknd. More notably, a post-Adidas-rant Kanye West joined Scott on stage for a recent performance in Rome, wearing a Contemporary Jesus Piece by 1989 STUDIO.
This season’s collection focuses on incorporating seasonally appropriate fabrics while maintaining the brand’s renegade approach. Jordan has achieved this by cross-pollinating seasonal fabrics and style aesthetics into a cohesive collection. Introducing linen blends and lighter-weight suiting fabrics for their tailored pieces, offering a novel take on classic designs.
For their staple tees and sweats, the designers used medium-weight, dry Italian cotton, and terry, which provided a unique vintage touch and hand feel that resonates with the Southern California theme of the collection. 1989 STUDIO also maintains its denim process, featuring medium-weight 100% cotton Italian denim, versatile enough to be worn throughout the year.
With a continuous exploration of new materials, the 1989 STUDIO label replaced its traditional lamb leather pieces with reversible deer leather. This unique material allows both sides of the leather to be finished to a high standard, making each side usable as the face of the material. The innovation results in a more luxurious finish, possible for unlined garments.
1989 STUDIO SS24 season showcases the brand’s commitment to innovation and style by incorporating seasonally thoughtful fabrics, introducing new materials, and refining signature pieces like the Skate Low sneaker. Unique vintage touches with modern elements result in a cohesive collection embodying the essence of Southern California aesthetics.
Source : Forbes
