surface to air
Oyster talks to Surface To Air about taking over the world.
When they started in the nineties, Paris-based collaborative Surface to Air aimed to work solely on "projects they liked", the first of which was opening a shop/gallery space near the Louvre. Today, Surface to Air is a unique, international creative company that transcends multiple creative realms: those of fashion, graphics, photography, design, music and film. Special collaborations with the likes of Banksy, Louis Vuitton and Justice, along with a complete ready-to-wear collection, can now be included in the list of "projects they liked". Alice Cavanagh spoke with Surface To Air founder, Jeremie Rozan, about their world-wide takeover, his first feature film and his scuffle with Kanye West.
Alice Cavanagh: How has the industry changed since you started in the nineties?
Jeremie Rozan: Which industry? We're into film, fashion, creative direction. More and more groups have a similar model to ours which is great: like Opening Ceremony, Kitsune and Acne.
You've worked with some incredible people on varied projects, what has been the highlight so far?
I think our stories with Justice, Chromeo, our Banksy or Faile exhibitions, store opening sin Paris, Sao Paulo and New York, launching Uniqlo in France and last but not least our music videos. All were exciting and still are.
And the greatest challenge?
To keep on doing everything at the same time and executing it at the best level possible.
Is there someone you haven't worked with yet that you would like to?
Werner Herzog, Nick Knight, Francis Ford Coppola, Xavier Veilhan.
Which up-and-coming artists in music and design do you have your eye on?
Tame Impala, Guillaume Henry, Cyprien Gaillard, SebastiAn, Haider Ackermann.
You were instrumental in bringing together Pharrell and Louis Vuitton. What was the inspiration behind this pairing?
We shot a film and pictures for the collaboration he was doing on jewellery with Camille Miceli. His inspiration was the French heraldic symbol and monarchy.
Kayne West was very unhappy about losing out to you at the MTV Europe Awards in 2006. Has he ever tried to make amends?
Haha, no. I saw him few months after and he just said to me, "We've met before." Last time I saw him was in February on the set of a video I just directed for Kid Cudi, and Kanye made a cameo. He almost got punched in the face, but you'll see that in the video.
Is it true you are working on a feature film? Can you tell us anything about it?
Haha! You know everything. It is a black comedy about a French teenager who flies to Fort Bragg [North Carolina] for a month on a language exchange. He ends up with a family he should not have landed in.
Why did you decide to expand into fashion?
At the time we needed clothes for ourselves.
How do you go about selecting your collaborators for the ready-to-wear? How much of it is personal preference versus commercial viability?
I think we have had experiences in both scenarios. But definitely the conclusion is 'personal preferences only' from now on.
Did you think the Justice leather jackets would the success that they were?
No. The same goes for their video I shot, actually.
You have a new leather jacket coming out with Kid Cudi. Do you think he feels pressure after the success of the Justice collaboration?
He actually loves and wears the Justice jackets. That's how we got in touch. And I can tell you the Justice boys love his jackets just as much.
Surface To Air epitomises French style and creativity. What is the biggest lie you have heard about the French?
That Bordeaux wine is good for your health ? I think Bourgogne is.
And which stereotypes are true?
We invented the pre-meeting: let's meet to set up a meeting. Also, I read in The New York Times that "France is a testosterone-deprived country." That's pretty true.
Interview: Alice Cavanagh
