Toronto streetwear label ONEMETH releases the first ever Google Street View Lookbook
Toronto-based streetwear brand ONEMETH has just released their Fall/Winter 2015 lookbook via Google Street View, in what they are calling, Google Streetwear View. It’s the first time a fashion label has released their new clothing line using Google’s virtual “See Inside Tour” function, which was introduced in 2012 and has since offered virtual tours of places like the Whitehouse and the Louvre.
The ONEMETH Fall/Winter 2015 collection consists of nine unique items, four of them in collaboration with Canadian streetwear brand FADED. These pieces mark a graduation for ONEMETH, moving the brand into the world of locally manufactured fabrics, cut and sew pieces, and new levels of hand-crafting. Because of this shift, ONEMETH wanted to find a new way to present their clothing, something removed from the traditional lookbook format.
“We’ve seen many great brands experiment and evolve the actual content of fashion lookbooks, but we haven’t really seen too many challenge the format,” says Max Sawka, Associate Creative Director of ONEMETH. “When we landed on Google Street View as a new way to introduce our line, everything clicked. It offers viewers an incredible virtual experience with the clothing, like you can almost grab the gear. We’d love to look at playing in this space again in the future and evolve what we did with this lookbook.”
The lookbook was shot in the offices of OneMethod, the advertising and design studio that created the ONEMETH clothing line. OneMethod is all about creating simple digital solutions that tell a story and help bring people closer to a product or brand, and that’s exactly what the ONEMETH lookbook is at its core. The execution was shot by Virtuo360, a global Street View trusted agency that specializes in virtual tours, and the experience allows users to find eight different models throughout the playful office, each wearing a different combination of ONEMETH goods. It was all created in support of the online and in-store launch of ONEMETH’s Fall/Winter 2015 collection, which is currently for sale at onemeth.com. Those interested in purchasing some of ONEMETH’S lookbook gear online can also access the brand’s online store through its Tumblr page.
Project: Google Streetwear View