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ss16  ss15  ss14  ss13  aw12
ss16  ss15  ss14  ss13  aw12
look book
read
shop
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shop
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pleasant x hedof

Up north our winters are long and cold and sometimes it seems like an eternity before summer and surf arrive. While we look forward to riding the next wave and catching the next glimpse of the sun our search for new ways to make waiting pleasant continues.

Summer15 is a pleasant collaboration with dutch artist Rick Berkelmans, better known as Hedof. This season we make waiting pleasant by leaving the beach and find ourselves in a wild fairytale. Surrounded by endless nature, in a strange and unfamiliar place, sundancing indians guide us get in touch with the spirits of nature to help pray for surf.

Being inspired by the fairytale, Rick returned his illustrations for the story. Summer15 is built around the art made by rick and the spirit of the fairytale. It has been a wild and exotic experience that has left us with a complete line of clothing and a selection of limited prints, which successfully reflect both Rickís identity as an artist and Pleasantís personality as a clothing label.
"pray for surf"

in the mighty dunes that separate us from the roaring seas of the west, where snakes and creeps thrive in a world savoured by the adventurous and the mad.

right there, between two dunes, a lonely guy was wandering and searching for the breaking waves. barefoot with a buttoned long sleeve shirt and tight denim jeans he was underdressed for the savage environment that ruled him.

with every step, the sand reached out for his feet and slowly pulled him towards it's merciless embrace. in one long sigh he collapsed in the sand. everything turned quiet, the sea muted and the winds stopped. there he lied in the sand, surrendered to nature.
suddenly a thunderous sound rumbled through the dunes. as he was opening his eyes he saw smoke rising from a distance. curiosity got him back on his feet, and he followed the sound in hope of finding his rescue. an indian tribe had crossed paths with his, and being cautious about his discovery, he carefully peaked at the civilisation from behind a tipi.
from his vantage point he could see the entirety of the tribe. he saw indians on horsebacks hunting wild bisons while others were cooking directly on the crying fire. horses and wild life ran untied through the camp. indian women in canoes were slithering down the river as fish were flying up in their canoes as if they wanted to get caught.

he noticed how indians seemed to live in perfect harmony with nature, hunting not for their wants, but only for their needs. he could even swear that wild life was playing joyfully with the kids. even the eagles and the birds soared together high above, seemed to majestically follow the horseback riders, occasionally diving down to retrieve misfired arrows and return them to the hunters.
as he realised the peacefulness surrounding the camp, he ventured from his hideout. carefully walking towards the camp he was suddenly stopped by someone who could only be the medicine man. on his scalp the head of a wolf was resting, and the pelt of the wolf ran down his back.

the medicine man spoke before he could swallow his breath. the medicine man looked him deeply in the eyes and said "your soul is wanting, what are you searching for?”. he answered that he was looking for the place where the waves were breaking, and that he had been searching for as long as he could remember. the medicine man took him by the hand and kindly led him through the camp.
they came to a closure and as soon as he entered he felt a wave of energy running through his entire body. right in front of him, face-painted indians were dancing wildly around a totem pole. the medicine man escorted him towards a track of scorching hot coals.

he promptly asked "are you willing to sacrifice everything to find the place where the waves are breaking?"

he nodded. he was willing to do anything. "you have to believe in yourself and cross this path. the answer will come to you”. the medicine man pointed to the end of the burning hot coals. wearing nothing but the skin on his feet and sheer determination, he began to walk. he did not feel any pain, nor did he feel fear, and before he knew it, he was at the end of the track.
he looked up, and right there in front of him was the chief of the tribe. with his legs crossed he sat stone-faced with an elaborately decorated peace pipe. the chief had a majestic appearance and wore a hat covered with long sleek feathers as well as a coat decorated in the most intricate of patterns. without a word the chief started to blow thick smoke into his face and he instantly felt his head become heavy. he tried to talk, but only ramblings appeared underneath his breath before a carpet caught him as he fell to the ground.
as he looked up, the clouds in the sky began to move faster, and as they changed color he noticed how they started to change form. faces and figures started to take shape. eagles, bears, buffalos and all kinds of different spirits appeared.

in the middle of the madness he saw the silhouette of a beautiful naked indian woman and her laughter echoed as their eyes met. the woman started to melt with the spirits and flooded out as the sky became an enraged sea. the ocean in the sky slowly began to form the most beautiful wave he had ever seen. he looked at the wave in awe as it became bigger and bigger. as it began to break he suddenly realized that it was going to land right on top of him.

just as the wave was at it's biggest and about to eat him up, he closed his eyes and held his breath.
the sun was surprisingly bright as he opened his eyes again. the air was filled with the sound of seagulls, and the salty feel of the sea breeze was blowing his hair. he opened his eyes fully. feeling quite hung over, he suddenly remembered the indian tribe, and jumped up to find, that they were all gone. he ran to the dune where he first saw them, but they were no longer there.

he stood for a while trying to figure out what had happened. as he was thinking about it, he couldn't help but smile and feel a revitalizing energy surging through his body. he had no idea waiting for waves could be this pleasant.