Gucci using designs of Nova Scotia snowboarder turned artist
Trevor Andrew appropriated the fashion giant's logo in his Brooklyn street art
Falmouth-born Trevor Andrew, otherwise known as Trouble Andrew and GucciGhost, made a big splash with his fashion designs at Milan Fashion Week late last month.
It all started when the snowboarder turned artist appropriated the Gucci logo in his Brooklyn street art with the GucciGhost handle, hoping the brand would notice him.
Gucci noticed, but instead of serving him with a cease and desist order, they invited him to be part of their new fashion line that includes handbags, dresses and jackets.
"I wanted them to see I had a vision that could apply to their brand because I was already making it relevant with my own reach," said Andrew.
"It was perfect timing, because Alessandro [Michele, Gucci's creative director], he sees beauty in things from a really wide range. He saw what I was doing with this more street esthetic, just pushing the limits with where you could go with this.
"It was like I manifested this thing because I kept it positive."
Andrew has taken a circuitous route to fashion design. Leaving Nova Scotia to be a competitive snowboarder as a teen, he travelled the world before settling in New York City to pursue his art career. He's also a musician and music video director, having shot a video for the band Lolawolf.
From Falmouth to Gucci
The connection with Gucci came through Ari Marcopoulos, a friend and photographer who used to shoot Andrew when he was on the snowboarding circuit. Marcopoulos showed Andrew's work to the people at Gucci and they liked what they saw.
"I saw the way Trevor was using the symbol of the company and I thought it was quite genius," Alessandro Michele, Gucci's creative director, told Women's Wear Daily.
"It's completely different than the idea of copying."
Snowboard culture credited
Andrew says the experience has been amazing.
"It was even beyond what I had imagined. It was mind blowing. I was trying to Snapchat it, film it, watch it," he said.
"I wanted to hold onto that moment. It's going to be exciting to see the stuff hit the stores in the fall," he said.
Andrew's passion for music, art and fashion has always been a part of his life, including when he was a snowboarder and had brand partnerships with various labels. He credits skate and snowboard culture as the starting point for all his creative endeavours.
"Everything around me inspires me, but definitely the intro to skateboarding exposed me to a lot of art, just an idea or way of thinking I probably wouldn't have been exposed to otherwise," said Andrew.
Backstage @ the <a href="https://twitter.com/hashtag/GucciFW16?src=hash">#GucciFW16</a> show, a jeweled gown and the GG motif by <a href="https://twitter.com/hashtag/GucciGhost?src=hash">#GucciGhost</a> aka <a href="https://twitter.com/troubleandrew">@troubleandrew</a> on a denim jacket <a href="https://t.co/D8mtHdY392">pic.twitter.com/D8mtHdY392</a>—@gucci
A closer look at <a href="https://twitter.com/gucci">@Gucci</a>-approved graffiti artist GucciGhost aka <a href="https://twitter.com/troubleandrew">@TroubleAndrew</a>: <a href="https://t.co/zTkUBR9uFP">https://t.co/zTkUBR9uFP</a> <a href="https://t.co/81XwQHTCyE">pic.twitter.com/81XwQHTCyE</a>—@highsnobiety
On the runway, the GG motif refreshed by <a href="https://twitter.com/hashtag/GucciGhost?src=hash">#GucciGhost</a> aka <a href="https://twitter.com/troubleandrew">@troubleandrew</a> in a silk duchesse skirt. <a href="https://t.co/cjoCrsbL2A">pic.twitter.com/cjoCrsbL2A</a>—@gucci