watch as savannah stacey keenan and goodhood deliver a glitter bomb to gender stereotypes

Tired of content clichés, Goodhood team up with the up and coming skater to celebrate a polymorphous and fearless femininity.

by i-D Team
29 September 2016, 11:10am

"We were continually shocked when buying for the store, particularly at the big sports footwear brands, and their ideas of female product," Goodhood's co-founders and co-owners Kyle Stewart and Jo Swindle explain over email. "These were without exception always flowery, sparkly, shiny or pink. Our customers do not associate with that and would often rather have the men's product, which was always superior. It's an inherent issue."

From their product buy right through to site editorial and customer interactions inside their east London store, these frustrations have long inspired Goodhood to blur boundaries and tear down tired tropes and now, they're as explicit as ever. Their latest reminder is a film featuring up-and-coming female skateboarder Savannah Stacey Keenan landing a trick. Shot in signature Goodhood style, the trick culminates in an epic glitter explosion. Think you know the Goodhood woman? Think again. "We were drawn to the idea of filming something using glitter which in our opinion is negatively attached to the idea of female culture. We simply wanted to use it in a way that looked amazing and show that female content does not have to be clichéd." As we exclusively share the Robinson Barbarossa directed clip below, Kyle and Jo discuss the importance why female focussed content should look beyond face value.

To those who wonder. from The Goodhood Store on Vimeo.

Since its inception, Goodhood has always challenged gender stereotypes and shoved the status quo to aside. Why has this always been important to you? What more can be done?
It is a natural aspect of our business which was started by a male and female. We are a gender equal company meaning there is equal amount of females within the business and that progresses all the way up the company. Myself and Jo Sindle, the other owner, grew up in the 90s when there was some radical changes to the ideas of feminism. We want to show women as polymorphous, fearless yet delicate and not having to conform to pre-conceived ideas of femininity, which we believe there is more pressure than ever right now to conform to. Of course, more can be done and sexism is rife even in our daily lives. I've lost count of the times when I've been in meetings and been addressed as the owner of our business when in fact it is a 50/50 operation. I believe if you are not the solution then by being complicit you are part of the problem, so everyone needs to play their part.

Specifically here and now, why is to important to highlight female content on your site?
It's very important as we believe that if it is done right it should be engaging for both sexes.

Why Savanaah? What does she represent to you?
Firstly, Savannah is tough and can skate well, that shouldn't be overlooked. Filming was exceptionally hard work and she just kept going, despite numerous falls and exhaustion at 3am. For the film to work, we believe her skills had to be comparable to a male and of course, she needed to have a good style. For us, she represents the female youth of London.

If people take one thing away from the short, what would want that to be?
That female focused content does not have to focus on how pretty a girl is.

Finally, what does femininity mean to you?
Polymorphous, fearless yet delicate.


savannah stacey keenan