From subculture to surplus culture
The Archive Collection between past and present
Subverting military wear is the original subcultural statement. With the amount of military surplus in America post Korean and Vietnamese wars, the garments were taken from their original context and given new meaning by protesters, peace marchers and countercultures. The Archive Collection seamlessly integrates the functionality of military clothing to cater to today’s crowd of vintage enthusiasts, outdoor enthusiasts, and anyone in need of rugged, durable, and stylish garments.
In the 1960s/70s, military wear underwent a transformation in the USA, symbolizing a diverse range of countercultural movements—ranging from political protests and peace marches to creative subcultures like mods, rockers, punks, and artists. Central to this reappropriation was customization: the addition of patches, pins, and paintings to broadcast beliefs, shared knowledge, and tastes, manifesting in a unique personal style. This is what we asked artist Daniel David Freeman to do with some of our Archive Collection pieces: to infuse them with distinctive subcultural symbolism through his creative touch.
The pieces within our Archive Collection are inspired by military aesthetics, revisited from our archive, presenting durable styles with timeless appeal. Transforming the iconic Woolrich emblem for his pieces, Freeman drew inspiration from classic skateboarder fashion—embracing bold graphic styles, and the endless potential for personalization through patches, paint, or graffiti.
Freeman's work on the Woolrich Archive Collection pieces is a testament to his unique vision. It's a tribute to individuality, creativity, and the enduring spirit of those who embrace fashion as a means of self-expression, resilience, and unyielding personal style.
More about the artist
DANIEL DAVID FREEMAN
With a BA in Graphic Design and an MA in Fine Art, London-born and based artist Daniel David Freeman has developed a praxis that embraces creative freedom while engaging in commercial projects for collaborators across art, fashion, and music. In addition to his graphic work, Freeman reworks vintage garments by embroidering and screen-printing motifs and logos. Freeman’s talent for sourcing and modifying army jackets with graphic logos and designs has evolved into an unconventional clothing label under the moniker ‘Get A Life,’ centered around recycling and repurposing.
