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[[Image:Rotor logo clean2.jpg|thumb|Rotor Clothing logo]] |
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Rotor Clothing was a streetwear manufacturer known for its early use of cyberpunk references and themes of digital technology in both its products and advertisements. Founded in 1991 by [[Mark Vanco]], Rotor’s progressive ad campaigns and early research into wearable computers sparked curiosity about the practical application of technology in fashion and helped prompt the digital lifestyle trend. |
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==Design== |
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Rotor was as much a graphic design studio as it was an apparel manufacturer and creative research lab. The brand gained international attention with its provocative advertisements featuring a distinct brand of cyber chic. Subjects like pornography, surgery and science fiction helped distinguished Rotor as a visionary studio expanding the definition of cyberpunk. Rotor ads flirted with ideas uncommon to the streetwear lexicon of the day; computers, porn, Japanese consumer graphics and videogame logos worked together to make the brand unique in the market and an inspiration to designers in both fashion and entertainment. The brand won awards and received acclaim from the apparel industry as well as the public, its combined profile as research lab, design studio and cyberpunk stylist making it noteworthy as a predecessor to the popular technology trend we are experiencing today. |
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==Sales History== |
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1991 Rotor sold mail-order shirts and accessories via ads placed in early technology culture and design magazines like [[Mondo 2000]] and [[Surface]] and Paper Magazine. |
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1995 Rotor offered both a men’s and women’s line of products that included vinyl jackets, rubberized pants and a range of denim and accessories. After developing a presence in the clothing market, the brand was eventually picked up by boutiques around North America. Rotor could be found in high-end shops like [[Patricia Field]] and Yellow Rat Bastard in NYC, [[Villains]] in San Francisco, and Red Balls in Los Angeles amongst many others. |
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1997 Rotor became available in malls across the U.S. when it was picked up by the popular chain stores [[Urban Outfitters]] and [[Hot Topic]]. |
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==Music Industry== |
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Rotor was worn by many music acts in the 1990’s, most notably the Belgian industrial band [[Front 242]]. In 1997 Rotor created Front’s logo as well as designed the band’s stage attire which was seen in concerts through 2001. |
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Bands like [[Front Line Assembly]], [[Rage Against the Machine]], [[Marilyn Manson]] and [[White Zombie]] wore Rotor either on stage or as promotional gear during videos or photo shoots. The British hip hop legend [[Goldie]] was featured wearing Rotor in both in front of the still camera as well as in films. |
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Rotor designed a series of custom jackets and accessories for the pioneering Belgian electronic dance label [[R&S Records]]. World reknown DJ’s like Ken Iishi and [[CJ Bolland]] wore stage garments custom designed by Rotor. |
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==Wearable Computing and Other Technologies== |
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Heralding the practical migration of wearable technology from the laboratory to the street, Rotor introduced the first working computer product made available by a streetwear label. Although still having been somewhat of an experiment, the wearable served as a tool to build public awareness about the potential of street technology. |
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The Rotor Streetwearable was only one of the technologies being tested at Rotor. The label also began developing it’s propriatary ‘DAS’ or Data Acquisition Suit. The suit was a combination mesh top and bottom complete with over 100 sensors that measured the pressure and stresses exerted on the body by a particular garment. The DAS allowed for real-time testing of a garment’s fit relative to the users activity – in most cases this would be to take measurements during basic movements like bending and running but also included more complex actions like those made while skateboarding. Rotor used the technology as a platform from which to adjust a garment’s fit and test new materials and ideas. |
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