Familiar x Instrument presents: Rivals

Our friends over at Familiar just served up the perfect mixture of fashion and sport. They’ve collaborated with Portland-based agency Instrument to create something truly unique for their fifth issue, “Rivals.” Justin Gorman, founder of Familiar and Associate Creative Director at Instrument, has dreamt up this marriage of aesthetics and athletics, and takes it one step further by fusing analog and digital media to deliver something not quite seen before. Saying that “Rivals” extends the boundaries of what an online editorial should be is an understatement; you must take a look for yourself.

Photography by Tyler Kohlhoff. Styling by Lana Jay Lackey.

Photography by Tyler Kohlhoff. Styling by Lana Jay Lackey.

Instrument partner and Executive Director, Justin Lewis, saw this project as an opportunity for the company to break the barriers of storytelling and expand Familiar’s artistic vision into the digital world. The interactive editorial features photography from Tyler Kohlhoff and styling by Lana Jay Lackey, forming a perfectly crafted story with subtleties of the overall theme between haute couture and sport as well as print and digital. Featured brands include Hood by Air, Nike, adidas, Y-3, General Idea, ODD, and Portland-based Machus.

The timely launch of Familiar’s new issue during the 2014 FIFA World Cup caters to a global audience that’s tuned in to the tournament, yet desires a fashion-skewed side. Familiar Issue 05: “Rivals” will be available for purchase in print on their site later this summer. To experience “Rivals” on what could be considered the future of interactive editorials, visit itsfamiliar.com/rivals.