'We liked the idea of creating a space where, instead of a steam room or a bathhouse, it’s the culture that rejuvenates you. So we started building the brand around that.'
. The digital presence of TLS reads similarly to any successful streetwear line at the moment, but what separates TLS from the rest is the intention to uplift and support the community the brand serves. They started with the idea of a spa and built on the terms that are associated with it, like rejuvenation and relaxation, using slogans and messages to promote things that are “good for the mind, body, and soul,” according to Daniel.
We like the idea that some things look as if we’ve pulled them from the past and you can’t really tell if it’s a vintage shirt or if it’s something that’s completely made up. We like to kind of blur the lines, especially these days, when everything is sort of co-opted and people are reusing aesthetics.Fiction Based Reality is a term that one of our designers, Andrew, came up with, and we like it because, again, it was this idea that you could sort of make something up.
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