INSOMNIAC SPRING/SUMMER 2019 FEATURE
SPRING / SUMMER 2019
Insomniac founder, Pasquale Rotella, pays homage to the
pivotal years of “Rave Culture.” While there was not one
typical outfit in those days, significant staples do come
to mind when reflecting on the ‘90s rave scene with
Dr. Martens boots, baggy jeans & work pants and
oversized t-shirts all working interchangeably
within the fledgling subculture.
For this endeavor Rotella employs legendary graphic designer
Rick Klotz, who first made his name designing flyers for
underground promoters in Los Angeles before
launching Freshjive in 1989, a brand that
captured the unique mix of various
subcultures in Southern California
in the late '80s and early '90s.
His early designs were bright and bold plays
on familiar consumer goods graphics, ranging
from Tide to Bazooka Gum, while oversized
T-shirts and baggy jeans were de rigueur.
All of this helped codify the “rave” aesthetic
and established Klotz as a creative force.
Though Insomniac does provide a wide array of merch
to a broad audience of “Electronic Dance Music” fans,
this subdivision exists as a more informative tribute that
gears towards a boutique fashion-conscious audience
beyond the typical contemporary “raver”.
PHOTOGRAPHY: HUNTER TAYLOR
MODEL: EMILY BENAVIDES, PETER CAGGEGI
©2019 BLENDS UNDERSTANDING OF NOTHING