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Brand Loyalty

Luis Gispert is a Jersey born, Brooklyn-based artist who is enamored with the idea of authenticity and branding. Gispert‘s “Decepción”, was a show at the Mary Boone Gallery in Chelsea, NYC, that was hyper focused on a subculture devoted to making both cars and clothes into personal showrooms for designer-logo fabrics. Gispert became so obsessed with the logo-crazy niche that he has continued documenting this culture via photographs for the two years.

(Luis Gispert, Sprouse Gouse, 2011, C-print)

The New York Times article explaining the exhibition states, “The creators of these logomobiles are fashionistas aspiring to wealth and glamour they can own. One Escalade plunges passengers into a total Takashi Murakami “LV” environment. Another car’s interior is upholstered in the graffiti-scribbled, Day-Glo green patented by Stephen Sprouse. And another is screaming pink, with Coach “C” stirrups covering every surface surrounding its rosy leather seats.”[Read more]