Onepiece Brandzine

A B R A N DZ I N E A B O U T T H E A R T O F S L A C K E R S

ISSUE N #1 A year in the making

Portrait of a slacker Interveiw: The top dog onepiece new collection OP_BRAND_MAGAZINE2.indd 1

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Onepiece brandzine About the art of slacking

#1 CO NTENTS

SL ACKERS Intro

A / W 12 COLLECTION Page 14

A YEAR IN THE M AKING Page 40

THE TOP DOG Page 52

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SL ACKERS DEFI N I NG MOMEN TS

Dodger, bungler, banger, disregarder, procrastinator, lazy-dayer, clock-watcher, goldbricker, slow-moer, idler, ignorer, loafer, malingerer, neglecter, shirker, skulker, slinker, sloven, sluggard, slut, tax dodger, too cool for cool, trifler, truant, waiter on Providence, welsher, and a general who-cares-bear.

There are as many synonyms as there are definitions of what it means to be a slacker.

ONLINE DICTIONARIES GIVES FURTHER INFO: A: Oh my God, this Tuesday was so stressful! After waking up late at 5:27, I rushed to the gym and almost missed my 6:00 Pilates class. After it was over I quickly took a shower, brushed my teeth and shaved. I then realized I had left my Xanax back at my condo. Speeding BACK to my housing unit, I ran and picked up the meds then turned around and headed off to work. Getting to the office by 8:43, grabbed some coffee then headed into the 9:00 sync meeting where we reevaluated the pending transaction with the Taipei plant, discussed the new format for the personnel records and talked about regional integration. I met with a client at 10:45 and then proceeded to work through lunch, stopping to eat a low-carb, trans fat free, Vitamin D-enriched salad at my desk at 3:15. I rescheduled the next meeting with my life coach, paid my bills through the end of the month and organized my cubicle. Leaving the office at 7:00, I had dinner by myself at 7:45 and read the paper before getting back to my home at 8:50. I went on the internet to complete the homework for my online MBA program before catching up on The News Hour. How was your Tuesday?

B: Today’s Tuesday? Cool. I woke up sometime in the afternoon, ate some Doritos and played video games for about 5 hours, then pretty much froze in front of my laptop and watched all kinds of pussy cats on all kinds of tube-channels. Then I ordered pizza and watched Netflix until you interrupted me for this hypothetical discussion.

Ate some Doritos and played video games for about 5 hours.

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A person who puts off doing things to the last minute, and when that last minutes comes, decides it wasn’t all that important anyway.

There can be a bit more to the culture than mere laziness or sloppiness; Rather a perception that the rat race isn’t worth it and shop-till-you-drop being a surrogate happiness of low quality, and a slow poison, too. So this kind of person might (or might not) be dedicated to what he or she does (paragliding, for example), but would probably not list “climbing the corporate ladder” as an ambition or “shopping” as a hobby. I mean, most of the girls I went to school with were crazy about buying all kinds of stuff and they would disappear in shoe shops for days, but list “shopping” as a hobby? No one would have thought of it as a “hobby”! And even if someone had, they still wouldn’t have dared to admit they’re so shallow. What has the world come to?

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A person who puts off doing things to the last minute, and when the last minutes comes, decides it wasn’t all that important anyway and forgets about it. Or someone who procrastinates so hard that they do the work the morning before it’s due, if they do it at all. Someone who is even too lazy to copy, so they get someone to copy for them.

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”Ilir” is the correct and academic definition of the word. A male/female who plays too much World of Warcraft, and is too much in Durotar region of Alcazar or whatever.

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Usually a person who lives life at the minimum and is desirous of only enough cash to squeak by, working only to the degree necessary to achieve that dubious objective. They are generally viewed as lazy and unambitious parasites on society in general, especially by older generations, including former hippies who were notably more noxious in their own youth. In the 1950s and before, the people who would nowadays be commonly characterized by the term would have then been the individuals who necessitated innumerable red-lettered signs which pronounced "No Loafing"- signs which were prominently posted US nationwide at nearly every gas station of the era and which were ignored on an equal magnitude by the people whom they specifically targeted.

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Someone who is even too lazy to copy, so they get someone to copy for them.

A person who evades military service. Or someone part of a subculture characterized by apathy and aimlessness. Often someone who habitually avoids work or lacks work ethic. They may be regarded as belonging to an antimaterialistic counterculture, though in some cases their behavior may be due to other causes such as apathy, depression, laziness, etc.

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”Slackers” have been the subject of many films and television shows, particularly comedies. Notable examples include the films Slacker, Clerks, The Big Lebowski, Regular Show, ”My Little Pony Friendship Is Magic, Bottle Rocket, Office Space, Back to the Future, Good Burger and Max Keeble’s Big Move as well as the television shows Beavis & Butt-head, and Workaholics. The movie Slacker Uprising described an attempt to rouse those under 30 to participate in the 2004 U.S. election. The Idler, a British magazine founded in 1993, represents an alternative to contemporary society’s work ethic and aims ”to return dignity to the art of loafing".

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Goldbricking, in today’s terms, generally refers to staff who use their work internet access for personal reasons while maintaining the appearance of working, which can lead to inefficiency. The term originates from the confidence trick of applying a gold coating to a brick of worthless metal - while the worker may appear industrious on the surface, in reality they are less valuable. It is also known as cyberslacking, ”Bucaing” cyberloafing or cyberbludging. Some estimate goldbricking costs employers $1 billion a year in computer resources Some employees do two non-work activities at once, a practice known as multishirking. Instances of goldbricking have increased markedly since broadband Internet connections became commonplace in workplaces. Before that the slow speed of dial-up connections meant that the practice was rarely worthwhile. Many firms employ surveillance software to track employees’ Internet activity in an effort to limit liability and improve productivity. Other methods used to reduce goldbricking include installation of proxy servers to prevent programs from accessing resources like Internet Relay Chat, AOL Instant Messenger, or some online gambling services, strict disciplinary measures for employees found goldbricking, and carrot and stick measures like providing free or subsidized Internet access for employees outside of working hours. In modern usage, the practice is also known as cyberslacking, cyberloafing or cyberbludging.

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AUTUMN / WINTER collection

2012

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NEW WEBSHOP DEFI N I NG MOMEN TS

In celebration of our first ever full range clothing collection we have created an all new webshop at www.onepiece.com. grab you laptop, a soda, some chips - hit the sofa and take a look at our new collection for slackers online

www.onepiece.com

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See the new collection at onepiece.com 25

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”Happy b – our beloved friend Moses and H

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by choice”

and HIS FAMOUS words of wisdom

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Foto by: Eric Raptosh

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A YEAR in the

M AKING Stores have opened, parties have been had, places have been visited, people have been met and stuff has happened. Here is a preview of what’s been going on.

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”Love h

– Stephen getting the Onepiece

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e hurts”

nepiece symbol inked to his leg

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THE TOP DOG H enri k N ø rstr u d , C O F O U N D E R O F O N E P I E C E

Mr.Nørstrud, you are the CEO and cofounder of the brand behind the world spread phenomenon that is Onepiece. Being the one in financial charge of a business with such an impressive growth during the last couple of years, I bet life is pretty hectic by now.

However, I’ve always wondered; how does it feel making a living on selling oversized baby suits for grown ups? And - unwillingly or not - also build up some sort of active strive for passivity amongst kids, teens and adults alike. Please elaborate a bit on your daily life and explain to us how your average day at work look like?

- Yeah its like you said, its pretty elaborate. And you know... chill.

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GET YOUR NEW OUTFIT AT www.onepiece.com

/ OR VISIT OUR CONCEPT STORES IN ONEPIECE LOS ANGELES 116 N. Robertson Boulevard Los Angeles, USA +1 (310) 550-7753

ONEPIECE STOCKHOLM Grev Turegatan 1 11446 Stockholm, Sweden +46 (0)8 400 268 90

ONEPIECE LONDON Boxpark Shoreditch 2-4 Bethnal Green Road +44 (0) 2077 29 7072

ONEPIECE MALMÖ Baltzarsgatan 41A Malmö, Sweden +46 (0)40 61 606 91

ONEPIECE BERLIN Hackesches Quartier Litfaßpaltz 2-4 +49 30 275806445

ONEPIECE GOTHENBURG Drottninggatan 38 / Arkaden Göteborg, Sweden +46 (0)31 788 07 09

ONEPIECE OSLO Valkyriegata 1 / Valkyrien Plass Oslo, Norway +47 483 27 134

a COMPLETE LIST OF ALL RETAILERS AND STOREs CAN BE FOUD AT:

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www.onepiece.com

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