will the vape life ever be cool? nyfw is figuring it out

Could the cigarette substitute ever become a fashion staple?

by i-D Staff
06 February 2016, 5:00pm

Photography Dan Lecca

The label General Idea has decided to live the #vapelife: whether that lifestyle is silly or not is entirely up to you. During their NYFW fall/winter presentation, the label paired models' under-eye bags with silver vape pens. 

The collection itself looked a lot like if Jacquemus did menswear, which is a good thing. But we're not here to talk about the clothes — and we'd bet that General Idea was aware their collection would be overshadowed by the vape pens anyway. They probably did this for one of three reasons: They either think vaping is cool or they think vaping is so bizarre that is is ironically cool — or, at the very least, it's just plain funny. But the final reason feels the most likely: Vape companies are generous sponsors, and General Idea knew the move would garner a slew of write-ups like this one.  

Opening Ceremony got on the vape train last year by gifting their front-row guests with pens, as did Richard Chai. When fresh labels embrace the tool some call a "mouth fedora," it leaves us feeling torn. Is the vape genuinely cool? Is it uncool enough that it could become ironically cool? Is anything genuinely cool anymore? The year 2016 will decide, if you haven't already. 

Photography Dan Lecca


Photography Dan Lecca

Opening Ceremony
richard chai