This is a story from the heart of Europe’s biggest tattoo brand, showcasing how an established subculture is pushing their boundaries into the fashion industry.
The collaboration recently debuted at a pop-up in the Berlin studio, “GON Berlin” in Mitte, bringing together the raw energy of Berlin and the style of Paris.
- Collaboration: MOMMY I’M SORRY: Europes biggest Tattoo Brand with 3 other tattoo studio brands in their network (@pardonparis, @gon.berlin, @muttersoehne_) x YOUTHOFPARIS
- The Story: With over 20 years of history in the tattoo scene, from the very bottom to the very top, founded in Stuttgart – now in 4 cities in Germany. Mommy I’m Sorry was the approach to turn the subculture around – with success and backlash from the entire industry.
But now they have a bigger picture for their vision: part of this is the first real collaboration with the fashion industry and their tattoo brand / artists, which brought the craftsmanship and aesthetic of contemporary tattoo culture onto leather. Their long-term vision is to build for tattoo culture what Supreme became for skate culture.
- The Centerpiece: A tattooed leather jacket – a one-of-a-kind piece that was tattooed over two days by the resident artist Mary (@maryrain.tattoo). The jacket retailed for 1000 € and was sold to a collector from Japan.
- The Campaign: A collision of Parisian high fashion and Berlin’s urban aesthetic. For the campaign, photographed by Stefan Kern (@madebystefo), the jacket was staged in front of famous Berlin backdrops. The campaign images were printed as postcards and distributed to the pop-up visitors, which enhances the feeling and narrative of the staged landmarks. A twisted take on tourism in the capital, but why? Because with Youthofparis, they brought a Parisian icon to Berlin and reissued his “I ❤ Paris” tee as part of the collection to celebrate the influence of Berlin in modern pop-culture and fashion.
- The Bigger Picture: Why This Matters This collaboration is more than just a collection. It marks another step of their mission to carry their tattoo culture out of the studio and into other creative disciplines. Past projects, like the first tattoo runway show (April 25) and conceptual editorials (editorial series with full body concept art applied), will continue to pave this path.
