QUALITY OVER QUANTITY

Dear readers,

We live in the age of quantity. Sad but true. Media and economy try to persuade us that more is always better. If you look at any article or ad, we’re surrounded by comparative degrees or superlatives: The best whatever ever, now with 30 % more, faster than before, the highest of the world or larger than life. If anything is measurable it has to be measured and compared to another thing to ensure that it’s better. But is larger, faster, cooler, deeper and more always better? And is better really better?

The protagonist for this issue of streetwear-today, Eddie Cruz, has a well-defined position: Quality over Quantity! Most of you would probably affirm to that claim, even though quality is almost impossible to define, we know what it is. We prefer a glass of good wine at the right temperature than a huge bucket of gnat’s piss, we favor a modest portion of good and healthy food than a trough of muck, we’d rather have one pair of quality jeans than ten bad-cut cotton-rags.

Especially when it comes to clothes things have dramatically changed with industrialization and globalization. A few decades ago people only used to have one or two sets of fine clothing that were made by really skilled tailors. They had to be of a superb quality as they had to last for a very long time and, of course, were quite valuable. Nowadays, in times of mass production, you can get a pair of denim for less than 20 bucks, but you definitely won’t grow old with it. Mostly, these ultra-cheap mass productions fall apart after the second washing which, however, is absolutely necessary, as you’ll get an allergic shock if you wear them unwashed. Furthermore, these crappy products arre usually produced regardless of any environmental responsibility and under inhuman labor conditions. If you want quality, you have to pay the price, if you want quantity, mostly the environment and thus the next generation has to pay for it. So it’s up to you, if you want quality or quantity!

Quality also perfectly describes the work of Eddie Cruz, Mr. Undefeated, the man behind Stüssy LA and member of the legendary NY Union shop. The shirts, clothing lines and especially sneaker-collabos Eddie Cruz did, were always astonishing and a huge success. And Eddie has never been in mass production, his maxim has always been quality, a fact that further established his excellent reputation.

Quality can make life sweeter, more meaningful. But quantity shouldn’t be demonized either. In many cases quality comes from quantity, like a friend of mine, a photographer explains, “Quantity is not always just about the numbers. The more I shoot, the more I understand. The more I understand the better quality I produce.”

We also have to admit that we’re heading for more quantity: The current issue of streetwear today that you’re holding in your hands has enlarged, we’re offering you 16 pages more, compared to our past releases. But this plus on content is definitely also a plus on quality, I’m sure you’ll enjoy the following 177 pages.

Florian Biedermann for streetwear today