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In partnership with Nike

Dazed and Nike present Issue Zero, a collaboration featuring three artists who have been given access to the legendary Dazed and Nike archives to make a digital zine.

A key component of Nike's “Move To Zero” ethos is to reuse and recycle to create something original. In Issue Zero, a digital fashion pioneer, an anime illustrator and a graphic designer interpret the past to create the future.

REUSE, REIMAGINE, REDUCE - MOVE TO ZERO

Cattytay

OCCUPATION
Digital fashion director

LOCATION
London, UK

PROJECT
Cattytay reworked some of the most iconic Nike ad campaigns of all time, recontextualising them and weaving in her own personal gender identity journey. She chose to work with the Marble Ecodown Jacket, adopting the narrative and concepts rooted in the production of the garment to fit her personal story of circularity, transition and rebirth.

“‘Move to Zero’ suggests the transition from one place to the next - ‘move’ reinforces the importance of journey where every part of the story counts from beginning to end”

CONCEPT
“I adapted the narrative from the original Nike campaign series to tell a light-hearted story through the lens of my own experiences with dysphoria, identity and gayness.

It’s a nostalgic story that unravels the many challenges people face when growing up, after being assigned ‘daughter’ and a ‘princess’ from birth. Every part of the journey is important, and this is what I aimed to capture in every image by building three digital doubles, one at the age of 6, 14 and 27 (me today), into a series of digital self portraits.

I dressed my 14-year-old digital double in a ‘Nobody knows I’m a lesbian’ t-shirt, the irony being that despite dressing different and having wild hairstyles, I too was in denial about my sexuality.

I was heavily inspired by the fearless masc energies portrayed in the works of Del LaGrace Volcano, along with self-portraits and photographs taken of Judith Jack Halberstam.

Digital technology holds the power to make the industry more sustainable. Sustainability is a massive part of my work, a key mission at the Institute of Digital Fashion, along with inclusivity and diversity.”

Jvmathi

OCCUPATION
Anime illustrator

LOCATION
Vitória, Brazil

PROJECT
Jvmathi worked with the Space Hippie, a shoe created with flyknit material made from 85-90% recycled plastic and scraps, a collection inspired by life on Mars, where materials are scarce. The Brazil-based anime artist created a magical sci-fi comic telling the story of Luane and Stella, two astronauts orbiting space waiting for the planet to become habitable again and environmental issues to be taken seriously.

I was inspired by several slogans and magazines, slogans like Nike’s “Be As Tough As She Is”

CONCEPT
"The progressive visions of both Dazed and Nike were a big influence on me, from the creation of my characters to the script of the comic. The Space Hippie itself was a great source of inspiration for me too, along with several slogans, particularly Nike’s archive ad “Be As Tough As She Is”. Besides bringing a vintage aesthetic, it also gives a strong message of empowerment, that’s been present over decades.

The very concept of recreating the old, which is present in circular design, was also a tremendous inspiration for me, in addition to being something that I relate a lot with my art!"

Stephanie Specht

OCCUPATION
Graphic designer

LOCATION
Antwerp, Belguim

PROJECT
The Nike Air Force 1 Crater contains at least 20% recycled materials. Stephanie Specht’s PROJECT consists of nearly 50% archive artwork, and demands that the viewer recycles and reuses it almost instantly by switching and combining pages. Her multifunctional Issue Zero contribution was created from archive Nike material and Dazed slogans, a collection of posters each containing one letter that when presented as a whole says "Move To Zero".

Dazed x Nike - Move To Zero - Stephanie Specht

“Zero points to something that still needs to be built up — but in this case we have a lot of elements that we can use to build something new”

CONCEPT
“Nothing goes to waste in this design. Every element can stand on its own and yet everything together is a whole. Old and new side by side, history and the ‘now’ go hand in hand. Pixels meet rasters and become friends.

The word Zero to me is in contrast with moving. Zero points to something that still needs to be built up – but in this case we have a lot of elements that we can use to build something new. And it would be so great if we can keep that idea going strong. Keep on going, keep building upon the previous element. Keep on building with and on the past!"

Motion by Lucas Hesse and sound by Oval Angle