Written by hashnain
The tale of Advenes began with both a blessing and a curse. One where time was gained but momentum lost, a tale much the same the world over. But as the world began to shut down, Matt Wong, doubled down on a vision and a movement codified through its name. A name as ancient as its iconography.
Advenes.
“To accede or to reach; to be superadded or become a part of, though inessential.”
Or, to become a part of a community or project, as a result of your own inclinations. A decision that we make as often as we meet. To include ourselves in another’s life, to be a part of their journey. And so, on a bright morning at The Ave studios, I sat down with Matt Wong, of Advenes, to discuss the moments and tales that went into creating a community in the midst of disrepair.
Our tale begins near the end of highschool, as our Vancouver native, began his escapades on the streets of Toronto, as his mother decided a change of pace was necessary to break his streak.
He reminisces on feeling at odds with his new found home, and the reorganization that accompanies moving halfway across the country. Yet, the trip became more than an escape as Matt explored the thriving culture of Canada’s east. From the music to the slang, Matt began to view what it meant to travel, and be among and a part of something greater than one individual.
He jokes about being unwilling to copy the slang and the differences that exist between the scenes,
“I lived there, and I was pretty tapped in, but I’ve always loved Vancouver for what it is. And that’s because there’s nothing yet, but that’s the beauty of it. If you come out with a clothing brand in LA or Toronto, you’re one in a thousand, in a flood of people. If you come with something like Advenes, or New Tones in the city, you’re going to have eyes on you, because we move on a smaller scale. It’s almost like we’re in a scene of early-adopters.”
“It could already have been a crazy scene, or had a Drake or Weekend in the city, but I’d have rather been a part of the growth of the culture and the process of that culture.
And with time comes growth, and as Matt’s adventures in Toronto came to end, his return to the city would have marked change. Grasping on a dream, he began working towards becoming a part of the scene, a tenth of what he had experienced.
Yet, perseverance led to Matt graduating and becoming a producer and engineer in the city. But, as he began to hit his stride within the space, the very world began to shut down around him. A virus of unprecedented proportions, began to spread. Out of a job, and contemplating his future, he began experimenting with fashion, a first since his days in highschool. As clothing, but more specifically, unique clothing is at the core of Matt’s earliest vision. He began printing clothes for himself, as a way to differentiate and make a piece his own.
Titled “MENACE,” in old English Matt began printing for his friends and family, selling and printing enough pieces that I’d consider it a collection of its own. And so, the summer of that very first lockdown, with more time then he knew what to do with, he began recreating what those pieces had meant to him. The creation of a community, he had once had. A dozen bodies, this his vision upon them.
And as the summer progressed, and with it the world, he began to realize the demand he had once had for his pieces, continued years on. With new found momentum he began crafting his first official collection.
Clinically named, the very first collection is simple. Beautifully scripted old English, an homage to his former drops and the creation of a new logo that would come to define the brand. As what may at first be perceived as wings, is rather a frame. A frame to what we mean and how we define ourselves. The way we perceive our very worlds. Our bias and inclinations is what ultimately makes us unique and defines our loves and passions.
And as you don Matt’s frame, that of Advenes, you become one among many. A bridge of sorts, to different frames of reference. Shoes chosen to go alongside the zip-up, through arbitrary choice alone. To wear rings, or bracelets, or rip the garm for your aesthetic. They’re all reaffirmations of singularity, among many. A balance if you will. For each frame that exists, a portion of the individual remains. To be one, among many, but all the more cherished for it is the dream after all.
And so, with the advent of Advenes latest collection, I expected much from its creator.
Matt describes the collection as, “It’s always about elevating. I wanted to challenge myself and see what I could do other than hoodies and pants. I wanted to create staple pieces of shit people could wear, and I feel like varsity jackets and knitted sweaters put you in the category between luxury and streetwear.”
And I believe he’s delivered. Cut and sewn, the pieces display the advancement that is necessary to recreate his dream in reality. Jacket’s meticulously drawn and sized. A frame to wear when our nights get cold, and the seasons start to lie. Or on those late summer nights and the chill into you.
The clothing, framing the scene and altering the very reality of those around us. In the backs of photos, or center stage. As moments are defined through remembered icons and emotions. And when you see those frames, of a bygone era reimagined, know you’re framed through the borders of Advenes.
The very spirit of times, “To accede or to reach; to be superadded or become a part of, though inessential.” For the simple joy of being among compatriots, to be one among many.
And so I bid, Matt Wong of Advenes, godspeed, for your path is foretold, and the very skies your limit.
**Note: As I stated Advenes is to be one among many. And it’s something I saw on full display Saturday night as the collection finally dropped. Hosted inpartnership with Cold Drinks and Crooksy at the helm of the booth, Matt brought Vancouver’s often disparate scene together under one roof. And as midnight rolled around I sat surrounded by a thousand frames, as fans and friends alike donned what had begun as a highschool experiment. All I could think was. Long live Advenes.
Edited by 28FLAIR
Graphic by NITESIX & SAFEH8VEN