Written by Hashnain Patel
On a gray day in the heart of Vancouver, I sat down with Bijan Celani, the mastermind behind New Tones Studios to discuss rhined out angels and the art of curating a universe. A journey that began in the chatrooms and Facebook groups of the early 2010’s. When Instagram was the wild west and the streets of New York redefined streetwear for an entire generation.
And as Bijan will explain, he spent those years mesmerized by legendary figures and groups such as Been Trill, Virgil Abloh (may he rest in peace), A$AP Mob, Hood By Air, and Kanye West. Each shaping a small part of Bijan’s own artistic legacy.
“I started around when I was in college studying psychology, I’ve always been into fashion, culture and streetwear, since I was young, probably like grade 8 I got put onto street wear culture, from just being a sneakerhead.” “I would sell shoes on Facebook, those massive Facebook groups with people across the globe.” “It showed me there was a bridge to our different spheres, our ‘world,’ becoming more than just Vancouver.”
And as Bijan’s interests into shoes and fashion began, so did the legends that would redefine an era. Pyrex tees and flannels sold out in minutes. Placements and garms on artists who would go on to define the culture behind the clothing.
It was a renaissance moment, as a dozen minds connected and changed the world. Bijan describes the moment as “there being so much authenticity. I’m sure if you asked those guys, they’d tell you it was some of the most fun of their lives, partying and making t-shirts, just raw interest in the culture.”
An interest that would see a younger Bijan sneaking into clubs and events, meeting people and building a network that would come to define his brand. As Bijan’s creation, nt.s is an echo of his interests, his image of the world. An image defined by pop-ups and parties, to galleries and studios, each an aspect of curating an nt.s universe.
A universe that fits oh so well when our days get shorter, and sunlight scarce. When our artists replace their ballads with haunting melodies and weary 808’s. Music made for those cold fall days, as we crowd to clubs and events, where the layers come off, and the diamonds start to sparkle. Nights, meant for the star-studded angels that don Bijan’s most prolific pieces.
An image representing the return of a bygone era, an ode to classic pieces from Ed Hardy and Juicy Couture, molded in-part by Bijan’s love for New York streetwear. The Pyrex Vision – Youth Always Wins Lookbook, coming to mind as an example.
The iconography is simple, a dark silhouette of an angel in heels and a halo of light across her head. It’s eerie and captivating. All of the pieces outside of the hats, remain devoid of color, monochrome and incandescent.
Captivating in the light, but slightly less beautiful for it. As the true vision of Bijan’s angels only exists in crowded clubs and dazzling events. Lights of varying shades dancing off the diamonds, ever moving and ever entrancing. An image more prolific than its name, as you know the angel before you know New Tones. A single unifying image across the entire brand.
Bijan explains, “I’m really big into uniforms, where everyone is wearing the same shit. My ideal world is walking into the mall and everyone’s wearing the same hoodie, that’s a universe, that’s my dream.”
A level of continuity between collections and drops, each piece a segment of the broader nt.s universe. A universe enriched by guest playlists from legendary DJ’s and artists such as Skinny Macho, Vick Okada aka tokyo vitamin and jehmahk.
“The playlists are a way of bridging the gap and becoming a competitive streetwear label.”
As our focus shifted to the future of New Tones Studios, we discussed international expansion as the world slowly begins to wake once more and as events steadily begin to resurface.
He explains, “You need to work with people from London, Japan and LA to showcase that we’re situated within a global scene. To understand the bigger picture.” “That’s why I tell people to travel and see different cultures.”
As there is beauty in our differences. To travel is to accept that your world is only a fraction of the collective human experience. An experience that can only be understood through art.
Through songs that sound foreign to our ears yet understand regardless. Through photos and paintings that transcend sound itself. Through our clothing that represents a part of our lives for everyone to see.
An aspect of ourselves that is constantly on display as we move through our days. It can display our creativity or mood for the day, irrespective of language. A means of communicating through feeling alone, as art is a universal language.
And as Bijan dreams of a thousand people, in a thousand nt.s pieces, he dreams of an understanding between them all. As Bijan’s inspiration once said, “everyone who wears it feels like part of the team.”
And as I conclude this article, I’d like to take this opportunity to commemorate the recent passing of Virgil Abloh that occurred after the recording of this interview. He was a man who fundamentally changed fashion from the ground up.
He became the king of streetwear for nearly a decade and transitioned to high fashion as if it was his birthright. A cultural curator in the truest sense. Long live Virgil, may he rest in peace.
Stay around, and find some music to fill a silent a moment or two.