Two London Creatives Talk PUMA’s New 698 IGNITE and the Current State of Streetwear

March 24, 2016  

If there’s one thing we understand here at Highsnobiety it’s that fashion is always changing. While function hasn’t always been the key motivating factor in the world of streetwear, it certainly is now and shows no signs of letting up. Of course, there’s no one that gets that more than the brains behind some of the world’s biggest brands and the people those game-changers inspire.

To investigate this phenomenon, we linked up with PUMA and two London creatives.

First up is India Rose, who first appeared on the Highsnobiety pages almost a year ago today as one of Christina Paik’s muses. Since then, she’s carved a niche for herself as amultifaceted creative, blending the worlds of styling, directing and consulting.

Afterwards, see what Curtis Jehsta had to say. Although new to these digital pages, Jehsta’s work has struck a chord with the Instagram community for its honest portrayal of life and fashion, and the combination of the two. But we’ll let him explain exactly what it is he does.

India Rose

Why do you do what you do?

I never had a solid plan growing up, only that I knew I’d be working within a creative industry. I just fell into what I do now. It started with photography, and having a blog was just a fun side project while I was studying. I never thought about how it may affect my name or how people see me or how it may help shape my career.

I had a 9-5 office job working as a social media strategist off the back of it, which was great for someone straight out of university, but sitting in front of a desk full-time wasn’t for me. So I went freelance a few years ago. Over time, I preferred to be behind-the-scenes rather than in front of the camera.

I didn’t feel comfortable being with people associating me with the internet rather than the work that I do, so I’ve started to focus on direction, styling and consultancy – although it’s difficult to call myself any of those things, particularly in front of the stylists and directors that I admire. So for now, I prefer not to embrace a title.

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