All posts by Unknownmale

Innovations in Carpet life, bringing the outside in.

Here are at Identica, we’ve started working on an exciting and innovative new project. Our client is a start-up Californian company ‘Carpet Life’, already taking the west coast of the USA by storm.

Carpet Life revolutionises the domestic and commercial floor covering sector. Unlike conventional floor coverings, Carpet Life is a living material which grows slowly over time, bringing huge advantages for example:  if a section becomes damaged it can easily be replaced, self-repairing invisibly in a matter of weeks by treating the carpet in particular ways you can change its colour or even introduce patterns and/or textures because the carpet is continually renewing it always looks like new The Carpet Life system requires a robot cleaning and trimming system which hydrates and conditions the carpet (without making it wet), and because the carpeting responds to light, it won’t grow underneath furniture, leaving just the exposed areas for the bot to take care of.

Account director at Identica, May Duperson, said: ‘this is such an exciting assignment. It’s good to be working with such a visionary and innovative company.’

Download the PDF.

Lockdown Photoshoots

Running successful photoshoots in Lockdown – Richard Clayton (Creative Director)

All the best photoshoots are busy, buzzy and bustling, with a whole crew animatedly prepping, tweaking, composing and discussing each shot to ensure it delivers the best execution of the creative vision. The creative drive behind the shots comes from this buzz on set, and our challenge has been to maintain the energy, even when the team is working from kitchen tables and spare bedrooms rather than gathered together and able to directly interact.

With the current restrictions likely to persist, for the foreseeable future we will need to have as few individuals as possible physically present at any shoot, and whilst art directing remotely is certainly a new skill we now have under our belt, the shift in how we approach each shoot starts from the moment we receive the brief.

We need to ensure that, in spite of people doing their jobs remotely, there is just as much collaboration, energy and excitement from everyone involved, or we risk following the brief, but not adding that extra dimension of creativity that makes a shoot a real success. The whole team has got to be clear from the get-go on their role and responsibility, whether they’re on screen or in the room. Everyone must be comfortable to speak up with any concerns and sharing new ideas is always welcome. Whichever way the message is delivered to us, we will always be listening.

Why? Because the truth about shoots is that things change. They always do, even with the best laid plans there is always a need to adapt quickly. Whether a set up just isn’t working, a prop hasn’t turned up or a better idea evolves on the day, we need to make decisions quickly and confidently without fear of straying from ‘the plan’. This is where Whatsapp groups and Facetime have been invaluable, with clients giving considered and thorough feedback literally in seconds as if personally in attendance.

Whilst there are many aspects of remote working that we can’t wait to be rid of, the learnings from these remote shoots will be something we will take forward long after the current restrictions have been lifted and we can thankfully return to studios across the country. The guiding principles that we have established will still hold true, and dare we say it, our creative output will be higher quality than ever.

To demonstrate the point, here are three examples of shoots we’ve undertaken under two lockdowns here – and we hope you’ll agree they are every bit as good as when shot in ‘normal’ times. Swipe to see the photos above or download the PDF from the link above.


How to Pick Out the Right Pair of Winter Boots

It’s easy to end up with winter boots that don’t really do their job. That is, something on-point for the office – read: no polyurethane outers and bulky insulation – and a pair that knows how to hold onto warmth. Finding them turns into a tricky balancing act between fashion and function, with detours into hiking guides that prove to be of little use to you. First, let’s define what makes a good pair of winter boots. For one, it needs to be suited to everyday wear: Ideally, a lace-up or taller Chelsea silhouette that falls under your pants. Its exterior must seamlessly blend into your work wardrobe, to the point that, visually, it looks almost no different from something you’d take out for autumn or spring. Maybe a darker hue, waterproof treatment, and a somewhat-lugged outsole suit the weather better, but that’s as far as you want to go.

How to Pick Out the Right Pair of Winter Boots

The interior, by contrast, should have some performance elements. While you won’t wear these out into the backcountry, a thin lining should provide some combination of: insulation, preferably offering a moderate degree of warmth for a low weight, moisture-wicking properties to avoid that sweaty sensation, and a waterproof membrane, to supplement whatever’s on the outside. Complementing this, cushioning could be an asset if you’ll be on your feet all day and need something ergonomic. As an AW17 trend, the workwear-influenced boot hits most of these qualities, but as you’re shopping around, what factors should you look for?

How to Pick Out the Right Pair of Winter Boots

Start With a Tough, Good-Looking Upper 

When you focus primarily on dressing sharp, your eyes automatically go for the visuals. While that’s going to get you a firm foundation, it’s not enough. Think about finding yourself in a pair of leaky boots as you’re shoveling snow or walking to the subway, and you’ll understand the reason tougher construction is essential. Yet, few will be amused when you show up in hikers or traditional work boots. The key, here, is striking the right mix. Ideally, the upper features a leather exterior – anything from full-grain to nubuck should do – or fully seam-sealed synthetic with at least a 6 inch height. Visually, look for something with more of a wingtip style – Brogues or Oxfords – and go with laces over a side zipper. Getting a closer, more secure fit is easier with the former. But, beyond avoiding a style with perforations, make sure its protective nature begins from the exterior. Yes, a waterproof boot on the inside might be enough, but double up with a treated outer. Aim for something at least water-resistant, if not made out of waterproof leather. In a pinch, spray your boots with a waterproofer a few days before you head out in them.

How to Pick Out the Right Pair of Winter Boots

Think About Insulation 

Where will you be wearing your boots? Is it just for your commute, work, and the weekend, or will you be spending at least a few hours outdoors shoveling snow? In the latter scenario, just having that interior layer of insulation makes the difference between being moderately comfortable and literally shaking in your boots. So, when you find yourself in this situation at least a few times per season, look for a pair designed to trap warmth. Insulation generally comes in one of the following forms: Fabric Lining – The most basic and thinnest, all this creates is an extra layer, usually enhanced with moisture-wicking properties to control perspiration. Some liners may be built-in, while others can be removed to suit your comfort level. Fleece – Typically synthetic, this material offers more substance – and therefore more warmth – than fabric alone. Synthetic Insulation – Materials like Thinsulate and Polartec are known for offering a high degree of warmth for their weight, and as a result, are staples of workwear and outdoor boots. Shearling – Much like with your jacket, natural, completely authentic shearling is like wearing a blanket around your foot. But, should you encounter faux shearling or Sherpa, realise that the style is generally a fashion boot and not built to handle repeat use through winter. Understand, though, that insulation alone seldom offers waterproof protection. To supplement it and avoid that wet-sock sensation, seek out a style with GORE-TEX or a waterproof lining with breathable, moisture-blocking construction.

Go Below 

Without a quality outsole, your boots are essentially useless. Who wants to be slipping and sliding around on the sidewalk, when you’re just trying to walk to your car? With this in mind, don’t just look for texture; rather, rubber, TPR, or Vibram with slip, oil, and abrasion resistance keeps you far more stable. You’ll still have to watch your step, but the chances you’ll go flying drastically decrease.

Also, so you’re not tracking mud into the office or back into the home, consider deeper lugs. Generally, this feature – another outdoor and workwear staple – helps shed any dirt or debris, which not only keeps your floors looking decent but further eliminates extra maintenance later on.

Our pick!

Our pick is this contemporary DM take on the Chelsea boot. In particular this pair which as well as being fleece lined for those cold winter walks, also feature DM’s WinterGrip Sole which provides more grip on Slippery surfaces! Remember, Size down in DM’s, or wear thick socks!

Check out the full Dr Marten Chelsea boot collection here!

DM Chelsea Boot