Theoretic Conspiracy

Photography by Maciek Pozoga

Denim and apparel designer Brice Partouche plots a course to the dark side of the moon for April 77 Spring/Summer ’09 men’s and women’s collections, titled The Apollo Program was a Hoax. Since its inception in 2002, April 77 has been obsessed with a late ’70s silhouette, featuring tightly tapered jeans, brimming with influence from Factory Records, The Ramones and an overall rocker attitude.

And, like the company’s other ventures, April 77 Records —both the name of an actual record label and a lower priced collection — fashion and music aren’t separate entities at all. Intertwined rather, they represent a rock-first-and-ask-a-lot-of-questions-later philosophy. The music side offers vinyl presses from bands like Mixel Pixel and Intelligence, available online, or at brand flagships in Paris and Bordeaux.

The Apollo Program was a Hoax takes its title from a song by Swedish hardcore punk rockers Refused, which took its cues from writer Bill Kaysing. Considered the originator of moon landing conspiracy theories, Kaysing put forth the argument that man never landed on the moon. His evidence has long since been discredited as delusional, but the argument remains compelling, even if only because it represents a complete rejection of or severe skepticism toward anything taught or presumed.

Along with the moon landing, the space race and the possibilities of technological innovation fueled a series of modern design movements and sub-movements like retro-futurism, space age and zero gravity around the world. While space tourism still appears a dream, stargazing looks to be back in style.

– Michael Cohen