FEAR THE FLOCK
Before social media peaked people liked things for a reason, hypebeasts didn’t know where to line up for the latest drops and the average music listener wasn’t able to rely on algorithms to discover artists.
Now imagine you’re at the concert for an artist you’ve been listening to since the first mixtape. Standing next to you is a “fan” only there to hear the artist’s most recent number one single. The fan is wearing a similar t-shirt to you, but you can tell it’s fake. There are a few other fans wearing similar things. You bought your t-shirt almost a decade ago. You’re used to it now. The mainstream keeps cannibalising what used to be a subculture or niche. It’s still a great show and you still like the t-shirt, but what you miss is meeting people at the show with similar interests to you. There used to be a sense of solidarity that you’re all on a similar wavelength. To the less discerning, it’s becoming harder to differentiate your taste. How do you differentiate between you and the rest?
KINOTO, (pronounced: kiˈnɔtto), is an Australia-based, streetwear label. Launched in 2019, it is designed to be a badge of authenticity for independent, critical thinkers who are deliberate in their actions. KINOTO isn’t about standing out, but it’s not about blending in. It’s about being there - true to who you are in that moment.
DRAW THE LINE BETWEEN YOU AND THE REST
KINOTO envisions a new approach to public art to provoke thought on individual integrity and identity. Through combining inspiration from Western canon literature, contemporary art and underground hip-hop, KINOTO uses apparel as the canvas and considers the street a museum wherein the customers will be the curators.