Raül Sánchez Miras. Creative copywriter based in Barcelona

En 2022, Primavera Sound y sivasdescalzo crearon Front of House™, una nueva marca de ropa. La idea estaba clara, pero el storytelling detrás del concepto no. Fue entonces cuando empecé a trabajar en el proyecto.

Front of House™ is born to celebrate and pay tribute to all those figures who are part of the invisible process of a great production, those who work to make it happen and meet all expectations. An essential process in the world of art, music and fashion, and something that both Primavera Sound and sivasdescalzo know perfectly, as both brands value every detail of their creative process and invest in talent, innovation and passion in all aspects of their production.

With this collaboration, the recognizable Front of House of music festivals becomes a symbol for all those who appreciate and promote the work that goes on backstage to create art. To those who strive behind the scenes to make sure that every detail of a new creation shines through.

BIODIVERSITY

WE ARE ALL
SOME KIND OF FLOWER

Para la colección de SS23 de Front of House™ nos inspiramos en la biodiversidad y en la figura del jardinero como artesano de la tierra. Un storytelling que le da una vuelta más al concepto original de la marca, añadiendo en este caso textos en las prendas que amplifican el mensaje de la colección.

Front of House™ presents its SS23 collection, "BIODIVERSITY." Continuing the storyline of previous collections, we explore the hidden effort of a gardener to let his work shine in his absence. Someone who works, molds, and cares for the soil but who cannot control it entirely, since the nature of a garden is to grow wild, transform itself with each rainfall, and interact naturally with the wildlife that inhabits it. A garden, like all humans, must be understood for its flexibility, mobility, tenderness, and weakness. This collection reveals the similarities humans have with plants, flowers, and seeds, and how different and valuable we all are in our personal human habitat.

THE UNIFORM

GET A JOB WHERE YOU
CAN WEAR THIS JACKET

Primavera Sound y sivasdescalzo querían lanzar una nueva colección limitada de chaquetas Levi's® Trucker Type I.

Siguiendo con la línea editorial de Front of House™, decidimos personalizar la chaqueta y presentarla como el uniforme no oficial por excelencia, utilizando todo el proceso de producción para la promoción de la chaqueta.

There are set uniforms, and then there are pieces that, with use, value and appreciation, become our unofficial and personal uniforms - these are the ones we like best. Garments that are designed to enhance creativity and freedom of expression without limiting it. That workers themselves choose to wear for their working days. This drop pays tribute to all those uniforms that are selected by personal choice.

Using the Levi's Trucker Type I as the canvas, a jacket that embodies the essence of the handwork that inspired its creation and is now considered a global icon, we put together 27 unique pieces for the first Front of House™ drop of 2023.