ounded in 2002 by myself and Reid Stewart , beneath a buzzing light bulb in a dingy basement suite, The Lifetime Collective™ began as a collaborative group of artists and friends. With clothing as the main focus, our brand was inspired by the communities they live in, the places we travel to, and the curious characters that surround us. It was a family-spirited operation receptive to ideas that are shifting and paths that are twisting.
More than a “brand of lifestyle,” Lifetime was defined by the changes that occur and the creative ways we adapt. In fact, the theme of Lifetime should have been, “a work in progress,” as it was ever-changing and far from finished, a dream never fully realized.
Autumn 2014 - Above
Our autumn selection is set against a curtain of neutral grey sky. We welcome back our favourite elements of the season: cozy knits, cooler shades and a variety of statement pieces and basics for easy layering. We headed out with some friends from the Collective to secluded expanses along the Pacific--an old favourite hideaway of ours. Here we found ourselves feeling a bit of nostalgia. We also found our collection evolved, while holding strong to the fundamentals we believe in most: custom prints set against a classic range of goods that merges the best of casual wear and structured tailoring. Along the coastline, a singular piece of incandescent coral stands out against the natural colour story of the wind-carved sand. The relationship between them provides the perfect metaphor for our line.
For me this creative campaign was about creatively challenging my self and the others in my crew. I really wanted to the opportunity to revisit a beautifully location we had shot for our Spring/Summer 2010 collection but with some new ideas in mind. I thought it would be an interesting to contrast the two seasonal drops agains shooting one in all natural light and the other in a controlled studio lighting but maybe underground.
I designed the shoot around each season utilizing both an in studio and on location assets that would compliment each other when laid out together.
For the second half of the production that we called "below"
I had set us up to execute an underground production. Armed with remote strobes a full projection system and just a few battery packs we packed our shoot 2.5 miles underground photographing the second half of this seasonal collection.
- Designer - Trevor Fleming
- Photography - Ian Lanterman
- Art Direction - Trevor Fleming
I also designed the full mens collection shown above, see my full mens collection here in my Apparel section.
