It seems like only yesterday that SGC N-Y-C celebrated its one-year anniversary. Since we last spoke to Jason Alfano, the cult-favorite label's designer has rolled out more covetable clothing, interviewed tons of cool kids, and single-handedly boosted the line's digital presence—most notably by racking in over 20,000 followers on Twitter. For his summer campaign film, Alfano's engagement in technology and constant contact with the outside world inspired him to take a closer look at the concept of sharing (and over-sharing), and what might happen if all ties were cut.
The 1:45 clip for the "Transparent Generation" collection features a gorgeous girl (played by Taylor Warren) alone in a room at Hotel 17 in New York without any communication devices. This causes her to meander around the room aimlessly, reflect on life, judge herself in the mirror, stare at the ceiling and, you know, dance with the wall. "She's struggling with the notion of who she is without all the television shows, internet and all that," Alfano explains.
As for the clothes, the six-piece range also reflects the idea of instant gratification, featuring sheer looks that "represent the complete inclusion of people in every aspect of your life," adds Alfano. Watch the Bon Duke-directed video below and look out for SGC N-Y-C's summer collection—which is all made in NYC and $150 or under—when it hits their site and the I Don't Like Mondays e-shop on May 15.
Video via SGC NYC