Italy’s Bastard brand relies heavily on the relatively young history of skateboard culture, most of which was exported from the Western Hemisphere, particularly the United States. Challenged with creating a capsule brand infused with the cultures of the Americas, a fictional back story was created. The capsule brand imagined that instead of Europe “discovering” the Americas in 1492, the Americans “discover” Europe in 1515.
Such an “alternate reality” back story offers the opportunity to introduce elements of Western Hemisphere culture not typically associated with its skateboard culture while also creating the opportunity for social and cultural commentary. In this parallel universe, native Americans surfed the Atlantic to the shores of Europe and explored the continent by converting their surf boards to skateboards.
The “1515” capsule brand is realized by a variety of items designed to celebrate the 500th anniversary of the “discovery of Europe.” A flagship kit was designed to represent the items brought from the Americas in 1515 to “civilize” the “savage” Europeans. The kit is presented as a 2015 commemorative item packaged in a uniquely designed satchel, a 2015 update of a traditional native American method of bundling items. In the satchel is a skate kit designed to double as a peace pipe, skate wax in the shape of a golden ear of corn, golden shoelaces, and chocolate coins representing both 1515 coins and the 2015 commemorative stamp. Additionally, a program to publicize the capsule collection was created featuring a 500th anniversary event and a corresponding Chicha drink that helps connect the event to the native items. Rounding out possible commemorative items are possible skateboard designs and apparel designs.
1515: 500 Years of Golden Bastards
- Categories →
- Print Projects
- Visual Identity