Hypocrisy much?

Also, isn’t it ironic that truth® would try to approach the streetwear industry about the dangers of smoking when a good majority of our beloved #StreetwearNation sees nothing wrong with indulging in the pleasures of cannabis?

So we’re supposed to hate what BIG TOBACCO is doing but it’s still cool to pass the blunt around?

IRONY ALERT: When doing my research for this post one of the phrases I typed in Google was “Reaction to Jeff Staple truth1585“. SECOND FROM THE TOP in the search results for that specific phrase was a blog post about the truth1585 project (I use the term “about” loosely as it was more of a regurgitation of information that a post in reaction to the project) from a blog called “DoobyBrain.com“.

And while that finding alone has no bearing on the success or failure of this project, I am using it to make a point about the kind of crowd this project is marketing itself to. “WE” (in a collective sense) like weed.

In 1999 Mos Def released a song called “Fear Not of Man” in which he makes some pretty honest statements about rap. When asked about the direction of hip-hop he said that his response to that question is that hip-hop is a reflection of the people. Whatever the people were doing, is what was going to be what happens to hip-hop. While I totally agree with his entire monologue, one part in particular holds especially true for our discussion today. Mos Def stated that:

If we smoked out, hip-hop is going to be smoked out…

He said this in 1999. And if you look at the current state of hip-hop one could argue that Might Mos was quite prophetic. A quick look at our favorite rap artist provides a stunning look into weeds importance to us as a culture: Curren$y, Rick Ross, Wiz Khalifa, Lil Wayne, Smoke DZA, Mack Miller, Kid Cudi, Nas, Snoop Dogg, Dr. Dre, Waka Flocka Flame, Wale…I could go on and on but you get my point.

While I’m certainly not trying to come of preachy, nor am I trying to imply that smoking weed is wrong, I just believe that using this particular crowd to push an anti-smoking propaganda seems misguided.

 

"Gold Teeth" by Reed Space for truth1585

Don’t hate the playa…

But let me take a step down from this soapbox for just a moment to bring some practicality to this digital conversation.

First of all, let me repeat that I’m not “mad” at Jeff for wanting to work with the truth®. While I disagree on the execution of this project I do believe that it was undertaken with good intentions so I gotta give him props for that. Well, that and for the big ass check he probably collected for organizing this streewear soirée.

Secondly, I love the selection of boutiques that were included in this campaign. These boutiques are not just stores but highly respected brands in their own right. But unlike some of their counterparts (UNDFTD, Concepts, 5 & A DIME, PATTA, DQM, etc.) they aren’t gracing the pages of Complex and Freshness every other day so it’s great to see them getting some love on an international stage.

And let it be known I was telling someone not to long ago that if I had an opportunity to work on this project—that is to say if Jeff Staple called or emailed me directly and asked me to participate—I can’t say that I wouldn’t do it. I mean, it’s JEFF FRIGGIN’ STAPLE!

And I’m KJ.

That co-sign could go a long way to helping me pay my cell phone bills on time. NAWMTALKINBOUT!?! Plus, tee shirts are pretty fly. My favorites would be the Burn Rubber and Reed Space designs but overall, I think the collection was very well curated. So from a sartorial stand point these shirts get two thumbs up (except that ALIFE joint–I don’t understand what message they were trying to convey with that one)!

It’s not the end of the World

In my conclusion, while it’s good to see the truth® getting back on their feet I really feel that there were some opportunities lost within the frame work of this project and I’m especially disappointed at the lack of information given on the campaign’s official website.

So, unless more information is released in regards to HOW the truth1585 collection is helping with the truth®‘s anti-smoking efforts this becomes nothing more than yet another streetwear circle jerk marketing ploy aimed at getting us hyped on propaganda instead of substance. If they think that by viewing the collection, consumers will automatically want to learn more about truth®‘s mission, then I would have to disagree. Streetwear may bring them to the water but that alone won’t make them want to drink.

That is, unless there’s gonna be weed.