Mooks marries in-store designs with ethics

Australian streetwear retailer Mooks has upped its creative credibility.

After twelve months of "kicking around" the idea of a collaborative art initiative, the brand has launched a year-long competition to unearth new artists and reinforce its reputation as a creatively-driven brand. Since its official inception in 1991, Mooks has worked with a series of international graphic and interior design artists including Richard Allan and Marc Newson.

Marketing manager Russell Ponting said the latest initiative, dubbed Mooks Art Space, had been developed in collaboration with Monster Children magazine after it agreed to assist curating the competition. 

"We felt it was time to give something back to the creative side of things and not do something which was open to be seen as a cynical commercial grab to exploit the current trend for art in fashion," he said. "At all times, we were conscious that this project was to be seen as giving rather than taking."

The year-long competition aimed to give artists the opportunity to have their work displayed in selected stores – Mooks QV in Melbourne and Mooks Bondi Junction in Sydney - as well exhibit their works for two weeks at the Monster Children Gallery.

Ponting said each month, a new theme would be issued to entrants with the best entries selected and displayed on the company's website. This would be followed by another round of judging by a panel of Mooks and Monster Children representatives who, every quarter year, would vote on an artist to devise an in-store installation.

"At the end of the initiative, the overall winner judged from all entries is entitled to a two week show at the Monster Children Gallery in Sydney," Ponting said.

While Ponting declined to comment on which artists had signed up for the competition, he said it was open to "all and sundry" with particular emphasis on unrecognised talent.

"It's not about any name participants – more so about talent that is out there that may not have the chance to show itself."
The grand winner will be announced in September 2008.

By Assia Benmedjdoub