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Cords x Atelier Choque Le Goff

This Spring, we are excited to unveil our next collaboration, this time with Paris-based design studio Atelier Choque Le Goff. Working within the fields of art direction, graphic design, type design, fashion and scenography, Choque Le Goff is toying with convention and challenging people’s perceptions and habits in playful ways.

Inspired by basic signs and their messages, the capsule sees some of our key styles reinvented with Choque Le Goff’s fun and disruptive graphic work.

At the time of launch, we caught up with the team at the Atelier and asked them about their work and thinking behind the collaboration.

Atelier Choque Le Goff has a very characteristic expression. Can you tell us more about your work and what ties it together?

Our work is based on drawing direct images with a particular attention on plasticity, typography and implication of the body. Each new project starts as a game with protocols and rules we set in order to play with them.

Tell us about the Atelier Choque Le Goff x Cords collaboration?

For us, using corduroy as a new reference was about challenging peoples’ minds to take new turns or to switch habits. Our initial thought was really how can we shift conventional symbols? Basic things like for example, can we make left become right or yes become no? Our aim is to create confusion and try to make people question and play with their habits, their conventional perceptions and personal references, if only for the fun of it. This is the overall theme for both the collection and the campaign itself.

What’s your favourite corduroy memory?

Our favorite corduroy-related memory… It was not long ago. A few weeks back we went to the north coast of France to shoot the collab. Five dudes arrived at an abandoned hoverport at sunrise, all dressed in corduroy. The place, made of concrete, was covered by sand. Nature taking back its rights. It was cold, with a strong wind. We spent the day playing and dancing in these beautiful remote dunes, with sand all over us. Dirty, freezing and happy.