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adidas Originals | AREA3 CPT’17 | Joshua Pascoe

adidas Originals | AREA3 CPT’17 | Joshua Pascoe

July 5, 2017 / 0 Comments

Editorial by Joshua Pascoe produced in AREA3 CPT’17

“We are the gangsters, the drug dealers and the uneducated. We are the “Awe my bru”, the “Hoyaaa” and the “Salut Yaa”.

The originality of our soul has been forgotten and transformed into our future. A future not written by us, but by the curators who still hold the images of our past, making us apart of the most successful and obedient cast.

For too long we have been considered as the wasteman, the bricklayer and the “boytjie”  that runs after a bakkie hoping that today might be the lucky day that we get a job. We are the before and after 9-5’s.We are the dreamers and story tellers of our past. We were, are and will forever be the Kings and Queens of originality.

This project has been very special to me and an opportunity of expression I’ve never experienced before.This was made to say thank you to our parents , our family and our people. the ones who forgot about their dreams just so that they could provide for us to live ours.

I am the creation of my people, full of struggle but not the pain. I have never been prouder to walk the streets of my home and I have never been prouder to be a person of colour.” – Joshua Pascoe

I want to say a personal thank you to Gabrielle Kannemeyer, Imraan Christian and Xzavier Zulu for believing in my vision. I would also like to thank John Second for bringing my vision to life.

Big thank you to the following amazing individuals that helped me create this art piece:

Photographers : Haneem Christian & Joshua Pascoe

Lighting : John Alex Second

Stylist: Reagan Paulsen

Style Assistant : Justin February

Models : Antonio Druchen , Clint Sylvester , Yazeed Davids , Kwezi Mashappie , Joshua Pascoe

Last but not least , thank you to my mom and dad for the continuos support and for allowing me to be whoever I’ve wanted to be at any point in my life.”

AREA3_CPT__JOSH_PASCOE_20170702-377 AREA3_CPT__JOSH_PASCOE_20170702-353 AREA3_CPT__JOSH_PASCOE_20170702-324 AREA3_CPT__JOSH_PASCOE_20170702-308 AREA3_CPT__JOSH_PASCOE_20170702-266 AREA3_CPT__JOSH_PASCOE_20170702-252 AREA3_CPT__JOSH_PASCOE_20170702-220 AREA3_CPT__JOSH_PASCOE_20170702-114 AREA3_CPT__JOSH_PASCOE_20170702-086 AREA3_CPT__JOSH_PASCOE_20170702-062 AREA3_CPT__JOSH_PASCOE_20170702-046

To use the space to bring your ideas to life all you need to do is:

 Email to book your slot & he will get in touch to confirm a date & time as soon as possible.

Once you are checked in our Creative Directors, stylist Gabrielle Kannemeyer and photographer Imraan Christian will assist you with the conceptualisation of your content ideas & styling.

John Second will assist with your shoot production, lighting and editing

Campus dropped on the 15th June

Available at adidas own retail doors and online at