Draft:Maharishi (brand)

• Comment: Phrases like "Maharishi approaches camouflage in a way that foregrounds its design history and connection to the natural world" and the use of words like "dedicated" are similar to advertising copy and are overall convey a non-neutral tone and make the proposed article seem like an advertorial. MarcGarver (talk) 14:54, 10 October 2024 (UTC)

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Maharishi (brand)

Maharishi is a London based brand established by Hardy Blechman in 1994. Maharishi (literal Sanskrit translation "great seer") is focused on using natural fibres and up-cycled army issued clothing for collections that reference utilitarian uniforms from around the world. Collections explore the notion of duality by taking a pacifist approach to military design, and by blending Eastern and Western influence through elements like pagoda imagery, symbols such as dragons, and the application of reworked obi belts. With clothes popular in both streetwear and fashion communities, Maharishi has stores in central London and downtown New York.

History

Founder Hardy Blechman began his career buying and selling military surplus before founding his label Maharishi in 1994.  Maharishi promotes what they call “Pacifist Military Design” in order to alter the perception of military garments and camouflage patterns.

Blechman won the British Fashion Council’s Streetwear Designer of the Year Award in 2000, amidst the huge popularity of Maharishi’s Original Snopants and intricate embroideries on sport and military styles. At the time, the Snopants had become a staple amongst celebrities like David Beckham, Victoria Beckham, D’Angelo, Brad Pitt, Jennifer Aniston, Ian Brown, Ian Astbury, Sting, Tom Hardy, Christina Aguilera and others.

Maharishi’s first flagship store was opened in central London in 2001.

In 2004, Maharishi published Hardy Blechman’s DPM: Disruptive Pattern Material, a 944 page camouflage encyclopaedia. The book charts the history of camouflage from its roots in nature, to its adoption by the military, and onto its current popularity and use within art and fashion. In a 2013 Complex magazine story listing “triple OG labels that are still slaying the competition,” Maharishi is cited as “knowing more about camo than the Pentagon.”

Its US store opened in downtown New York in 2018. Maharishi now offers a free lifetime repair service through its London and New York flagships to reflect the brand’s environmental values and desire for longevity.

In Popular Culture

Maharishi is part of the first generation of streetwear brands to incorporate artist collaborations into their collections, formalising this methodology as the “Guest Artist Program”. The brand has worked in partnership with artists and photographers including Toby Ziegler, Kay 1, Futura 2000, Stash, Sharp, KAWS, Rostarr, WK Interact, Tashi Mannox, Myoshka, Jay 1, the Andy Warhol Foundation, the Estate of Jean Michel Basquiat, Mode 2, Teach, Part 1, Henry Chalfant, Michael Lau, IRAK, Neckface, Mark Gonzales, Bjarne Melgaard, and Tim Page.

Maharishi founder Hardy Blechman has also worked on numerous musical projects as a designer, and is Visual Creative Director of the Everything Is Recorded artist project, founded by musician and XL Recordings owner Richard Russell. In 2011, Blechman co-designed the sleeve for the collaborative album Kinshasa One Two, the first release of a project led by Damon Albarn for Oxfam, titled DRC Music.

Since its inception, Maharishi has directly collaborated with a wide range of musicians  including The Fugees, The Pharcyde, Lupe Fiasco, Jaguar Skills,  Richard Russell, Damon Albarn, Bobby Womack, and CASISDEAD as well as record labels Science, Wall of Sound, Mo’ Wax, Tommy Boy, XL Recordings, Hyperdub and V Recordings. The brand's designs have found considerable popularity with musicians including Massive Attack, De La Soul, RZA, Seb Rochford, Nas, Jay-Z, Kanye West, Travis Scott, Sampha, and Shy FX.

Production

Snopants

One of Maharishi’s lasting signatures, the Snopants, began as an upcycled version of the U.S. Army “Snow Camouflage Over Trousers”. Maharishi altered the silhouette and fabrication while often adding intricate embroideries which made the Snopants a coveted item among celebrities and streetwear enthusiasts. In their millennial round up Arena Magazine described Snopants as “the most copied pants of the decade”.

Upcycling

Maharishi was founded “with the intention to offer environmentally sound hemp and upcycled military & industrial surplus”, according to Hardy Blechman. Their collections regularly include repurposed garments such as U.S. army liners and flight jackets, Italian military surplus knits, and Austrian M65 jackets as well as vintage silk Kimonos. The brand sees its alteration and embroidery of utility garments as a way of ridding them of their military associations.  

Hemp and Natural Fibres

Maharishi is dedicated to producing garments with natural fibres like hemp fabric and organic cotton. Founder Blechman also developed the first waterproof hemp fabric with the Italian mill ITS Artea.

Camouflage

Maharishi approaches camouflage in a way that foregrounds its design history and connection to the natural world. Asides from their mainline collections, Maharishi has designed patterns for the likes of The North Face, G-Shock, Samsonite, X-Box, The Andy Warhol Foundation, UNIQLO, Arsenal Football Club and collaborated directly with Nike, Adidas, Reebok, Porter, Globe Trotter and Disney on items including original camouflage designs.