Mooks: A cup above the rest

MELBOURNE: Australian streetwear brand Mooks is set to take on one of Europe's leading trade fairs with a unique branding concept. The Melbourne headquartered brand, which is confirmed to participate at Argentina's Bread and Butter fair from July 2 to 4, will present a new visual phenomenon developed by Sydney artist Andy Uprock.

Dubbed 'Cuprocking', it involves using plastic cups and wire fences to create unique art installations. Uprock will showcase his work inside the Mooks stand at Bread and Butter's Sport and Street Hall.

Mooks brand manager Phil Read said the initiative reinforced Mooks' affiliation with the art world and its ongoing support for emerging talent.