Dynamic and urgent in style, Delux draws influence from 1950s pulp science fiction novels and painted military letterforms. Delux evokes an aura of retro-futuristic nostalgia – simultaneously containing a naive optimism for a time to come and a melancholic longing for a time gone by, when belief in the future was almost universal.
The name is an ironic comment on the trend for creating ‘designer’ brands whereby objects are given desirability completely separate from their original designed function by attaching a designer’s name. The absurd paradox of this notion is that it does not acknowledge that every object existing around us has been designed.
Delux: for your life enhancing, resource using, environment destroying, ozone depleting, labour exploiting, ghetto creating, space-junk making, inequality producing, government corrupting, beautiful and wonderful designer label.