Click’s up: A ‘surfware’ brand for the rest of us

Arcangel Surfware products consist of everything one needs to ‘chill’ in bed all day and surf the internet in comfort: tracksuit bottoms, sweatshirts, bed sheets, pillowcases, iPad and iPhone covers, magazines and music, according to the artist.

Lifestyle brands inspired by surf culture have proliferated recently, as described in LS:N Global’s City Surf microtrend. Against this backdrop, Arcangel Surfware refreshingly drew inspiration from the much more common and banal act of internet bingeing.

The launch event for the product struck an anti-aspirational tone in a nondescript function room at the Holiday Inn. It featured refreshments by Dunkin’ Donuts, pen-and-ink drawings of Applebee’s restaurants on the walls, and tacky light-up palm trees decorating the DJ booth. One might have mistaken it for a networking event at a frozen food convention in Omaha if not for the hip crowd in attendance.

More shoppable art exhibits are highlighting the collusion between culture and capitalism, as seen in our Innovate on DISown.