My friend Josh runs a company called SOULD out in San Diego. He is a really intelligent guy and his brand focuses a lot on critiquing the war, politics, and America in general so when he asked me if I had any designs I might want to submit I really didn’t feel, as a Canadian, I had too much to say. He brought up the idea of addressing consumerism, specifically the phrase “who consumes who?”

I have always thought the whole Ice Cream/BBC/Bape thing was ridiculous (although from a business and design standpoint it’s pretty amazing) so this design illustrates your typical “hypebeast” kid consuming his favourite logos for breakfast. I was going to take the “who consumes who” thing even further and actually have this graphic on the side of a tipped over cereal box with cereal shaped like his head falling into a bowl and the Bape monkey eating the kid for breakfast, but that just took it way too far.

Here’s the black colorway:

As of today, both are available now on DG!