Circa 1990, from the monthly VHS-format periodical Dance International Video Magazine, a segment set in the future describes a hypothetical fashion movement known as HyperStyle. Swathed in “barcodes, plastic fabrics, logo wear, Nusilk fabric, virus accessories”, HyperStyle adherents destabilize the corporate order by co-opting and devaluing brand identities…including barcode-vision goggles and NASA sweatpants:
Today’s crisis can be tracked back to 1990. During one of the first green-house summers, a new fashion appeared, that pirated the emerging corporate culture.
Perpet[r]ators of this style hijacking corporate technology graphics and exploited them through wearable clothing. First seen in London, England, c1990.
The designers did not vandalize the corporate imagery, but rather reproduced it exactly. The resultant confusion led to devaluation of corporate status.
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