69
NEST
November 20 - December 18, 2021
2831 Mission St., San Francisco

THIS SEASON 69 INVITES YOU TO COME HANG HARD IN THEIR "NEST".

"NEST" AN INTERACTIVE LIVING ROOM DESIGNED TO MAKE YOU FEEL TAKEN CARE OF (HUGGED, STIMULATED, LOVED). ENJOY!

LOVE, 69

The 2010’s began amidst the fall-out of a wasted financial crisis and while Occupy Wall Street raged, the internet opened the floodgates for a new, more inclusive era of fashion. Traditional fashion and media lost relevance with every passing day, the deeply conservative notion that in fashion anything worth valuing is found in the upper classes or the artists and innovators but never ever in the mainstream or masses crumbled. The long held belief that fashion moves in a single direction from "high" to "low"  dissolved with brands like 69 who found inspiration in uniquity rather than exclusivity. 

69 has always credited a DIS Magazine editorial circa 2010 for sparking the denim focused brand. That a small group of friends wearing thrifted denim, on mushrooms, and taking unprocessed photos without hair or makeup could lead to one of the greatest brands of the decade is a fact that makes me blush to this day. The editorial, Global Denim Community, was a tribute to the #1 textile on the planet — a fabric so versatile, durable, and popular that at any moment 50% of the world’s population is likely wearing it. 69 took that statistic, adopted the populism and ubiquity of denim, and made it a signature. It wasn’t high or low, it was medium. It wasn’t for him or her, it was whatever. Without a target customer or definable demographic it was at once extremely specific and profoundly accessible. Models weren’t models, they were friends,  friends of friends, customers, cast for playfulness rather than gender, race, age, or measurements. 69 ushered in the age of inclusivity with clothes you can do a split in. Rather than stage runway shows, 69 threw dance parties, gallery openings and cocktail minglers. 

The designer behind the 69 has chosen to remain anonymous, but the brand is a true reflection of their character, childish wonder and deep love for what they like, comfort and fun.  

LAUREN BOYLE
CO-FOUNDER
DIS