The primary monograph at the iconic impartial New York Side road style label Preferrred.

In April 1994, Preferrred opened its doorways on Lafayette Side road in downtown Long island and become the house of New York Town skate tradition. Difficult the dominance of the based Wes Coast skater scene and the brand new conservatism of Nineteen Nineties New York, Preferrred outlined the classy of an generation of rebellious cool that reached from skaters to fashionistas and hip hop heads.

Over the final 16 years, the logo has stayed real to its roots whilst participating with one of the crucial so much groundbreaking artists and architects of its technology, and with retail outlets in Los Angeles and Japan has grow to be a world icon of impartial counter-cultural taste.

This definitive monograph – with written contributions from contrasting arbiters of favor, Aaron Bondaroff and Glenn O’Brien, and together with an interview among founder James Jebbia and the artist KAWS – brings in combination the disparate components of the logo’s output, from mythical promoting campaigns to particularly commissioned skateboard designs, images, and works of art, and a complete index in their merchandise to this point.

Including collaborations with Jeff Koons, Richard Prince, Damien Hirst, Public Enemy, Lou Reed, and Futura 2000 amongst many others, this richly illustrated e book is a survey of 16 years of up to date Side road style and tradition mirrored within the pioneering paintings of certainly one of New York’s so much influential impartial labels.