IN JOREN JOSHUA'S WORDS

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"The Great Outdoors grew out of a personal search for new directions in my work. The idea literally came to me during the bike rides I regularly take.

Cycling is my way of escaping the city for a while and reflecting on life, but above all on my work.

Where the city, with its people and energy, used to be my greatest source of inspiration, the landscapes I cycled through gradually began to take on a much bigger role.

Looking back, my collaboration with Laser was probably the starting point of that shift. The project became an exploration in itself, giving me the time—and, more importantly, the opportunity—to discover and shape this new direction.

I think I've been wearing Laser since the early days of my freelance career, so in a way the brand has become part of my own identity.

The fact that this collaboration coincides with this artistic exploration makes the collection feel especially meaningful and personal to me.

It feels as though all the pieces of the puzzle are finally falling into place.

Throughout the process, I went back to the basics. I spent a lot of time doing what I probably enjoy most: sketching freely in notebooks and on loose sheets of paper.

From the chaos of all those sketches, we searched for the small gems that eventually became the foundation of the collection.

We both believe in the power of the first line, which is why we chose to give the most spontaneous sketches a place in the final collection.

As a result, they're not just graphics on a garment—they've become part of the route I've taken on this personal journey."

 

Watch the video HERE!

 

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