16 may 2016 14:00:00
maharishi: pacifism in camouflage
Talking about how a rather small brand can have a monumental impact on our attitude to camouflage, while making high-quality and stylish clothes
The history of maharishi began with Hardy Blechman, brand founder and its present creative director, being passionate about collecting. His father owned an antique shop and often got to the non-spotlight things, including stamps and coins collections, postcards, medallions and other rarities that affected Hardy’s interests at the age of three. Since then, they first became vinyls collecting gradually evolving into military uniforms, which mapped out maharishi development, as Hardy himself says.
PATH OF THE SEER
In 1994, with the background in international military and workwear clothes trade, Blechman decided to start his own company producing the garments up to his vision. By the way, the name of the brand, maharishi, translates as “great seer”. The original concept was to create environmentally sound, high-quality, long-lasting, utilitarian clothes made of natural fabrics including hemp. Despite these, seemingly, infinite ambitions, the principles have been followed for more than twenty years.
maharishi started with an overwhelming success – Snopants trousers, a reiterated silhouette of military pants for snowy areas, became widely popular both on the streets, and among pop stars with fans like Brad Pitt, David Beckham and a whole lot of other celebrities. All that helped the company to gain resources for its further development – “Streetwear Designer of the Year” award in 2000, followed by the launch of MHI, maharishi sister brand, in 2001. Then, in 2004, the book by Hardy Blechman dubbed DPM: Disruptive Pattern Material appeared, delivering 944 pages of thorough analysis of various camouflages from all over the world. The work covered the history behind the pattern: how scientists discovered it, painters designed it, and the army appropriated it. We seek to find out why camo makes such a great figure for maharishi in the next part.
“With the use of camouflage, maharishi aims to catch the antiwar spirit – bringing back its symbolism from the war to the nature and painters, while protesting any wars continuations in the XXI century” – this phrase can be seen both at maharishi London store, and at the company website in the products description. One may consider the task partly accomplished – though camouflage has almost stopped being associated with the war, it has built up its presence in the peaceful areas, especially in the street culture. Hardy Blechman reckons most armies will soon switch to the “digital” camouflage, being later picked up by civilians, while the militaries will finally have to turn to black as the color that most closely depicts the death.
maharishi has not always been in the spotlight of fashionable issues – soon after its initial breakthrough, one would forget about it, while 2006-2011 were the dark years. The company could survive due to its plants in India that had been founded in the 90s, along with numerous collaborations. However, Blechman always believed that his ideas wouldn’t leave the stage for long, and he hit the white. For the last few years, maharishi has been delivering thoroughly designed collections while promoting familiar ideals – environmental soundness, durability, high quality, utility, and pacifism, of course. All that has put the company back to the top, and allowed to sign new contracts with celebrities like Travi$ Scott.
You can always have a look at maharishi clothes at our store.
MAHARISHIMen's bomber jacket Upcycled Arctic Rib Jacket
MAHARISHIMen's sweatshirt Reversible Camo Crew Neck
MAHARISHIMen's trousers Track Maha Olive
MAHARISHIWomen's bomber jacket Rozy Embroidery Twill Optic
MAHARISHIWomen's T-shirt Reversible Camo Baseball
MAHARISHIWomen's trousers Reversible Camo Sweat
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