Archive

Masks

1996 to 2020

SOB Mask has a double meaning - initially it was about it was my own personal Suffocation of Branding and how it was affecting me mentally and my realisation I was addicted to wearing and buying branded sportswear, as an original raver of the 1988 acid house scene.

Later I’ve come onto realise it also stands for a Sexuality of Branding. As I have always said, the Brands need us as much as we need them.

By building a mask from a branded t-shirt, I felt I was getting behind a brand to understand my addiction to it by looking through the t-shirt with the brand on my face, causing the viewer to be shocked and disorientated from this physical deformity. Why would anyone want to do that to themselves, I want them to ask, rather than just accept as being.

Has Anonymity become a modernist commodity?