“Have you ever borrowed a $250,000 car?” asks Max Cattaneo, the brain behind Wowch
One look at the T-shirt line’s new lookbook and it’s clear that this is a rhetorical question, but one he asks anyway. “Yeah, it was a very stressful shot,” he adds.
You’d never tell, looking at the pictures of friends like Arden Wohl, The Rapture drummer Vito Roccoforte, and onetime NYLON intern May Kwok, all striking a pose in Wowch tees.
It’s no surprise, considering that the label has taken everything from celeb followers to blog-world scandal (namely, having Judd Apatow rip off one of Wowch’s designs to use in Pineapple Express
without giving proper credit) in stride. The shirts themselves are like the clothing version of a blog, equal parts snark and LOL-somethings; fluffy cats hover over aliens, unicorns prance across fields, and coyotes eat hot dogs. Although the spring collection won’t be available until later this week, NYLON got exclusive access to the lookbook.
“My original inspiration for the shoot was those awesome but tacky bikini babe sport car posters from the ‘80s that my mom never let me have,” explains Cattaneo. “Unfortunately, we weren’t allowed to let people pose on top of the car…So many rules with those things!”
REBECCA WILLA DAVIS
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DRESS UP THAT TEE, LOOKBOOK EDITION:Luxe purses, pretty picturesBring some LA sunshine into your lifeA new high-low collaboration we can get behind