SERVING A PURPOSE
C.P. Company's progression through the fashion setting has played host to a myriad of audiences, subcultures and shifts – from the functionality of vintage military, work and sportswear to standing on the shoulders of high-fashion. All of which has been built from its founder and leading creative spine, Massimo Osti.
Osti looked at redefining garments for functional purposes and identifying what was needed to last a lifetime. His success, both pre and post C.P. Company has had a longstanding influence on designers, brands and consumers of modern-day fashion. Documenting the guise of Osti’s influence, SEVENSTORE enlisted brothers - Tayler Prince-Fraser and Koen Prince-Fraser – founders of Original Shift, Shift Productions and their own brand, Last Pick – for an everyday journey into C.P. Company’s function, impact and sustainability.
A myriad of audiences, subcultures and shifts – from the functionality of vintage military, work and sportswear to standing on the shoulders of high-fashion.
Taking strides over to Croydon, South London – the destination in which Shift inhabits – the founding team made up of Tayler, Koen, Ali and Alex walk us through their everyday surroundings; from their studio space, local café, a town centre stroll and as well as a woodland area where the two brothers spent their formative years. A collation of imagery from each setting, using a 360-camera capture the true essence of C.P. Company’s adaptability to new worlds within both, fashion and lifestyle.
Massimo Osti and C.P. Company has become integral in influencing the way Shifts works. Speaking to Tayler on the core values, he emphases that “Sustainability as a business” is something which they are very much built on and continue to look for ways to grow within this realm. Under the Shift umbrella is Original Shift - a new-age publication that creates written content, editorials and commentary on subjects that hold cultural significance, Shift productions where they have created campaigns and music videos for brands such as NIKE and Sony Music. As well as their own brand, Last Pick – drawing on past experiences and references with a key message to “produce products when we feel they can serve a purpose.”
A collation of imagery from each setting, using a 360-camera capture the true essence of C.P. Company’s adaptability to new worlds within both, fashion and lifestyle.
C.P. Company’s overarching notion and long-lasting design of “The long-term picture, not just thinking about the now” has become interlinked within the message of Shift and their fundamental model to push for sustainability through equally renowned content, products and purposeful meaning with the hope of creating something that will live as long as Massimo Osti’s legacy.
The latest collection of C.P. Company is available in-store and online now.
Special thanks to Original Shift.