Viscera Magazine by Ari Takata-Vasquez

Volume one

VISCERA MAGAZINE

CONTENTS

Contributors Words

Ari Takata-Vasquez Miles Bianchi Karis Dodd

Photography

Ari Takata-Vasquez Miles Bianchi Karis Dodd

Design

Kaitlin Aguilar

Copy Editing Brittany

Special Thanks Only Child Spicer Bags Everyday Real Couple Etc.

Meet the Team

A Perfect 36 Hours in Downtown Oakland

Only Child Studio Visit

#FlatLayDay

BYOB: My Morning Ritual

Brand Spotlight: Spicer Bags

Field Trip: The New SFMOMA

My First Market Experience

NYFW: Vivian Hu

#EverydayReal

Thrash

MEET THE TEAM

MILES I live in Downtown Oakland and moved here from Philadelphia in 2013. I’m in charge of our 3D printing operations and most of my time is spent designing our jewelry collection. My background is in architecture but I’m also big into photography.

ARI I’m the founder, owner and creative director of Viscera. I decided it was time to be my own boss and started my shop in 2014 --I haven’t looked back since. I’m full-time entrepreneur and dog-mama and in my free time I enjoy wandering around Downtown Oakland and DIY-ing in my live/work apartment.

KAITLIN I’m a recent SFSU graduate with a degree in Visual Communications and am the Graphic Design intern here at Viscera. I create graphics and make sure our visuals are appealing and fit within our brand. I am originally from Contra Costa County but now reside in the inner East Bay.

BRITTANY Hi, I’m Brittany--the new marketing and merchandising intern. I primary work on social media, writing copy, and brand development. I’m a student at SFSU majoring in English with an emphasis in Linguistics. I love everything language!

KARIS I’m the marketing an merchandising intern at Viscera. I help with our social media presence, sales and events, and making sure that the inventory at the store is stylish and organized.

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Meet the Team

A Perfect 36 Hours in Downtown Oakland Written & Photographed By Ari Takata-Vasquez

n case you haven’t heard me say it before, I don’t leave Downtown Oakland. I only live four blocks away from the shop so basically if I can’t walk there, I’m not going. I figured since Downtown is my stomping ground, I should make a list of my favorite places. I love being in Downtown during the summer for a few reasons; we basically get sun until 9 pm which makes every outdoor eating/drinking place even more lovely, music seems to be everywhere, and we get tourists from all over the world (shout out to the all the Australian and French visitors!). In honor of that wanderlust, I made the perfect itinerary for places to go to if you’re planning an overnight trip or are looking to get to know Downtown Oakland a little bit more. p.s. Generally, I like to eat my way through life so this list is pretty much planned around food. Enjoy!

FRIDAY

CAFFE 817

OLD OAKLAND FARMER’S MARKET

COOKIEBAR CREMERY

This sweet cafe is owned by husband and wife, Emily and Scott Goldenberg. Not only are they superhuman cafe owners and parents to ridiculously cute kids, they’re opening a kids shoe store, too! If you like dining al fresco, they have a great outdoor seating area where you can enjoy your coffee. They also have the best steel cut oats (seriously, I’m not sure what makes them so amazing but I have cravings for their steel cut oats specifically) and their breakfast toast with prosciutto and poached eggs is the perfect way to start your day.

The farmer’s market on Washington and 9th happens every Friday morning and is a must for fresh produce, flowers, and other artisanal crafts over the weekend. Oakland's very own, Red Bay Coffee even does a pop-up at the corner of Washington and 9th so if you’re not a morning person your caffeine needs are still covered.

What’s more summer-y than ice cream? Stop by Cookiebar after the farmer’s market (you earned it after all that walking!). You can make the most incredible ice cream sandwich with their fresh cookies and unique ice cream flavors like Thai Iced Tea, Ube, or Banana Oreo.

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RIO CALIFORNIA

Rio California is a hidden gem in Preservation Park. This Brazilian restaurant has a great outdoor eating space where you can enjoy the beauty of the neighboring Victorian houses (now converted into office space). When you go, you have to get the Feijoada; hearty beans, pork and beef stew over rice, farofa (a toasted cassava flour), and collard greens. Rio is only open on weekdays for lunch so make sure you plan on taking an afternoon nap.

TAKE A STROLL IN THE PARK If Preservation Park isn’t enough beauty for you, enjoy the sunnier side of the bay in one of our awesome open spaces. Downtown is home to almost a dozen parks including Snow Park, Lafayette Square, the sculpture garden on 19th, and the newly redesigned Latham Square (just across the street from the shop) that’s literally the heart of Downtown. It’s where our main arterial streets, Telegraph and Broadway, meet and it’s smack dab in the middle of 12th and 19th street BART stations.

A Perfect 36 Hours in Downtown Oakland

SHOP DOWNTOWN Boutique shopping may not be your first thought when you visit Downtown Oakland, but we actually have over 60 independent shops in Downtown alone. There are a ton of places I could recommend (see more here) some of my favorites are Show & Tell, Kosa Arts, Umami Mart, Two Jacks Denim, Urban Stitch Boutique, Owl n Wood and of course Viscera.

WOOD’S BAR & BREWERY

ALA MAR

And just like that it’s happy hour! Enjoy the outdoors from inside Wood's Bar & Brewery. It’s just a couple blocks away from the shop and it’s one of my favorite destinations for a beer and empanada (shout out to our favorite bartender, Molly) after work. They have super unique brews with their MateVeza (made with Yerba Mate) being a signature beer. My favorite is their Girl Scout Cookie Beer event where they make beers inspired by the original Girl Scout cookie flavors AND pair it with the actual cookie. How can you go wrong? Their space is meticulously designed and is the best indoor-outdoor space in downtown.

Now prepare yourself because it’s about to get real. Ala Mar is on my list of top five favorite restaurants ever and coming from someone who’s favorite hashtag is #fattienotfoodie, that means something. Chef Nelson German’s restaurant is a blend that cannot be fully expressed with words but in short it’s a great experience with family style dishes and a warm atmosphere. Absolutely everything on the menu is delicious, but my favorites are the blistered brussel sprouts, peel n’ eat shrimp, and braised oxtail. Pro tip: The more, the merrier! Bring lots of friends so you can try everything on the menu and be sure to get bread to sop up the amazing sauces and stews.

DREXL Have a nice little nightcap at Drexl. This industrialmodern bar has a cool, mellow vibe plus a live DJ on Friday nights. While my go to drink is the ‘Rye of the Tiger’, their skilled bartenders can make a custom drink for you. Just give them a short-list of your favorite flavors and they’ll whip up something perfect just for you.

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FRIDAY NIGHTS @ THE OAKLAND MUSEUM Every Friday evening The Oakland Museum partners with Off The Grid for a blend of food trucks and live music in the museum’s courtyard (you can dance off some of that dinner). It captures some of Oakland's richness, and there are so many different people in the space eating, drinking, talking, and dancing with one another. It’s also a family friendly event, so bring the kids (and/or fur-babies).

SHOOTING STAR CAFE What’s better than late night dessert? Stop by Shooting Star and get a crepe, boba, or my personal favorite—a mango, coconut milk, and sago float. This spot is open until 2 am and in addition to having dessert, they have a full menu of entrees and appetizers. If you need a greasy snack to absorb some of the alcohol, get the salt and pepper chicken wings, they’re bomb (again, #fattienotfoodie).

A Perfect 36 Hours in Downtown Oakland

SATURDAY DONUT SAVANT If you’re up, head over to Donut Savant for a freshly made Cron’t (Oakland's answer to the New York croissantdonut hybrid—Cronut). They were on Thrillist’s list of 33 Best Donut Shops in America, and they don’t play.

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HOPSCOTCH

This is probably my favorite brunch spot in Downtown Oakland. Chef Kyle Itani (also the owner of the new ramen spot, Itani’s) creates classic dishes with an asian flare. My personal favorites are the kimchi fried rice or the tonkatsu sandwich with fries. Their donuts are also delicious, in case you didn’t wake up in time to head to Donut Savant. The donuts are super light and fluffy and come with a butterscotch spread (yes, drool now). They make me super nostalgic because they remind me of malasadas (a Portuguese donut popular in Hawaii) from home. If you’re in need of a herradura (hair of the dog) to nurse that hangover go for the wagonwheel. It’s a hot coffee drink with whiskey, house whipped cream, and a fresh mint leaf.

JACK OF ALL TRADES MARKET Take a walk down to the waterfront for the Jack of All Trades Market where you can find a ton of unique handmade goods, food, and art. It’s also dog friendly, so bring your furry friends to enjoy the fresh air. During the summer, Jack London Square is extra beautiful so, just take in the scenery and watch the boats float away with all of your stresses.

BLUE BOTTLE

Make a coffee pit stop at the original Blue Bottle. If you didn’t know, Blue Bottle started in the Bay Area. Don’t be intimidated by the line, the coffee is worth it and the baristas are pros so the line moves pretty quickly. My goto is an Americano but they have just about anything you’d want as long as it doesn’t involve any sort of Starbucks-esque syrup.

A Perfect 36 Hours in Downtown Oakland

OAKLAND CRUSH

LAKE MERRIT

MUA

LITTLE GIANT

This great little bottle shop has a well curated selection of wines. The owner, Erin Coburn, is an expert so even if you’re not much of a wine person she can find the right bottle for you. The best thing about this shop is that you can drink it there! It’s a beautifully designed space with gorgeous burl wood tables and bar seating. It’s an excellent place to share a bottle with some friends and hang out. This space is dog friendly so your pooch can come along, too!

Head over to the lake and take in some natural beauty. Lake Merritt is actually not a lake at all, but a tidal estuary that connects with the bay. You can just sit under a tree and people watch. It’s a great running spot too, so if you’re into exercise and such you’ll be in good company. If you don’t feel like walking, you can also take the Free B from Jack London to Uptown, just look for these green stickers.

Mua is in a former warehouse and has that sort of cool industrial vibe that people imagine when you say ‘Downtown Oakland’. My recommendation is to get a bunch of appetizers to share with friends. Without a doubt, get the crispy polenta, brussel sprouts, ahi tartar, and vegan mac and cheese (even if you’re not vegan). They have fantastic service and also have a live DJ most nights. The go-to drink here is a gin fizz because how can you go wrong with that on a summer night?

That’s right, you get not one, but two ice cream shop recommendations on this list! If you haven’t guessed it, I’m a huge ice cream fan. Little Giant Ice Cream is another favorite spot on sunny days. Their fresh waffle cones are a must. It’s also right in the Uptown area so you can go and eat your ice cream in the sculpture park and maybe even spot some cute dogs. While I have a hard time not ordering my go-to coffee ice cream made with Bicycle coffee, the Dirty South is a close second favorite. If you go on their “Sun-day Fun-day” you get free toppings, so duh.

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A Perfect 36 Hours in Downtown Oakland

Only Child Studio Visit Written & Photographed By Ari Takata-Vasquez

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Haley is the designer, maker, fabric wizard and #girlboss behind one of our favorite brands, Only Child. Although her brand is less than a year old, it’s quickly becoming a Viscera favorite; Only Child’s pieces are on our ‘must-have’ list because they’re easy-to-wear, verzsatile, and will quickly become your go-to items. I took a field trip over to see Haley’s new studio in ActiveSpace, Berkeley. Upon entering her space you’re greeted by the lovely Penny, styling a mono grid print bandana, that’s effortlessly ‘Only Child’.

What’s the ‘Only Child story’? How did it get started?

I started making clothes because I had an idea for an outfit and I could never find what I wanted at box stores. I also wanted more ethical options. There are a lot of good brands in the Bay Area but still not that many choices. You really have to search for ways to make ethical choices. I started making my own clothes, building my sewing skills, and after that, I figured if I had this problem other people would, too. So, I started building my brand and making clothes for other people.

Tell us a little about yourself. Where are you from, what’s your professional background and what brought you to Oakland?

I’m from San Diego. I moved to the Bay in 2011 to get my masters in photography and worked in photography for a while. I don’t have a professional fashion background or education so I’m selftaught.

Digital or Analog?

Analog.

Favorite artist/designer?

Serrah Russell. She’s a collage artist.

Best/worst part of starting your own brand?

The best thing is being my own boss because, basically, I’m unemployable. I’ve had a lot of jobs, and if I don’t like the person I’m working for, I have a really hard time. The worst is feeling guilty whenever I take time off.

“I FEEL LIKE WITH EVERY COLLECTION, I’M GETTING CLOSER AND CLOSER TO MY VISION AND I CAN SEE MY BRAND GROWING.”

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Only Child Studio Visit

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What the most valuable lesson that you would pass on to others wanting to start their own brand?

I would say to start now even if you don’t know what you’re doing. I wish I started a style blog even before I started a brand. It’s so important to start building a following so you already have the support of people who like your work. It really helps build your confidence.

Coffee or tea?

Coffee, multiple times a day (she has coffee in hand). I want to like tea, but it tastes like strange water.

If you could only pick one, what piece from your collection could you not live without?

I would say the Mara Tunic. It’s a good length because you can get away with wearing leggings. You can also dress it up or dress it down.

Ideal destination spot?

Thailand, I went there a couple of years ago. It’s crazy, smelly, and really cool. It has everything. It’s one of the most beautiful places I’ve ever been.

What are you most excited about next?

I'm excited for Fall. I worked with a new photographer and hair and makeup artist. I have some really good images.

I love flatlays and I don’t care who knows it. They’re my new favorite form of product photography. Karis and I spent a good portion of the day styling flatlays and got a little carried away.We started styling the three pairs of Frye boots we carried in-store. We styled each boot with outfits and accessories that we imagined the boots’ owner might wear.

We finished those three, but then we were hooked. We decided that we wanted to do even more so we created a flatlay for each of the Melange perfumes we carry. This got much more elaborate as we assigned a style to the notes of each perfume (because surely we’re fragrance snobs).

#FlatLayDay By Ari Takata-Vasquez

#FlatLayDay

BYOB: Be Your Own Boss— My Morning Ritual By Ari Takata-Vasquez

Being your own boss is tough because it requires a lot of discipline and motivation. It’s pretty easy to blow off a report when you don’t have a boss breathing down your neck to get it done. I've found a big part of staying motivated comes from my mornings. If I start my day rushed, my whole day will feel like I’m running around like a chicken with its head cut off. However, if I start my day slowly enjoying my coffee, my entire day feels great (even if it does get busy). Another big part of starting my day right is my morning writing ritual. I spend 10-15 minutes on a writing exercise that helps me stay positive and focused throughout the day.

MY MORNING RITUAL

1. Write three things that I’m grateful for.

2. List three things I want to get done for the day.

It doesn’t have to be huge or grand. A lot of times I’m grateful for simple things like having food to eat, having awesome friends, or a bomb cup of coffee. It helps me to get my mind right because it focuses on the positive. Sure, maybe I didn’t hit my numbers last month, but at the end of the day I still have a place to live, food to eat and good people to spend my time with.

Now, this is just for stuff that actually makes a difference. This list isn’t for errands; it’s the work that moves me towards my larger life goals. It’s important that it’s just three items. It’s pretty impossible to really do any more than that in a day and give it your full mental capacity. The fact that I’m limited to three also means I cherish those slots and more importantly I treat my time as precious so I don’t waste it on Facebook.

3. Free write for 5 minutes without distractions.

4. Set out a rough schedule for my day.

This is mostly to get out any sort of anxious thought I have running around my brain. I put my phone on airplane mode, set my timer for five minutes, and just write in a stream of consciousness. Knowing I have a time limit ensures that I don’t spend too much energy trying to craft a great piece of literature but really just freely write what’s on my mind. Sometimes I have more than five minutes worth of writing and when I do, I just keep writing because clearly I’ve got something to work out.

Remember those three things I wanted to get done? I set up an hour or two of focused time for each activity. I also try to schedule in short creative items between tasks that can help me break up the day. If I have a schedule full of looking at Excel or updating in ventory, I throw in some creative stuff like making a new sign or taking photos for Instagram.

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This might not work for everyone, but I found this is the right mix of gratitude, planning, and reflectiveness to get my day off to a great start. Another great thing about this practice is it only takes about 15 minutes. It’s such a small amount of time that I can’t really justify not doing it.

BYOB: My Morning Ritual

Brand Spotlight: Spicer Bags Written & Photographed By Ari Takata-Vasquez

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t Viscera, we love products that are American-made by people with a passion for their brand, but itâ&#x20AC;&#x2122;s especially wonderful when we find such a brand thatâ&#x20AC;&#x2122;s not only made in the USA but made right in our backyard! Spicer Bags is a brand based out of San Francisco that creates stylish, durable, and versatile bags of all shapes and sizes out of a wide variety of material including leather, denim, and cork. Last Wednesday we had the joy of stopping by their San Francisco office and studio to see how their small and passionate team works together to create these bags. We sat down to chat with Sarah Gemmell, who owns and operates the company along with her mother Bonnie Gemmell, to talk about all things Spicer.

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So, you and your mom run the business together, but you didn’t start it. It was started by a women named Sally Spicer in 2000, but she sold it to you when she was battling cancer and considering shutting down the company. What inspired you to take on the project?

My mom is a serial entrepreneur and started a bunch of businesses of her own. Her friend was actually Sally Spicer’s best friend, so she connected the two of them. We liked the designs and saw that there was a large customer base who loved the bags, so we wanted the company to live on. Also, we both have marketing and merchandising backgrounds, so we wanted to help the brand grow.

Describe the style of your products.

I think that they’re everyday chic, simple, and elegant.

All your bags are American made, right here in this studio! Why is that important to you?

We like to know who is producing the bags and that they’re being fairly paid. We’ve actually had the same sewers for 15 years, so they’re a part of the company. Plus, from a business standpoint, it’s easier to control for quality and do smaller runs.

“WE’VE KNOWN EACH OTHER FOR, WELL, MY WHOLE LIFE. WE REALLY TRUST EACH OTHER. AND WE LIKE TO PARTY TOGETHER!”

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Brand Spotlight: Spicer Bags

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What’s it like working with your mom?

It’s really fun! She’s awesome. We’ve known each other for, well, my whole life. We really trust each other. And we like to party together!

How has being in San Francisco shaped the line? Are there cultural and aesthetic aspects of life in the Bay Area that you think are conveyed through your products?

I think the people that we see commuting to work and out at the bars - we’re trying to make the bags for the everyday. When we travel, people say “oh those bags look like they’re from California” and we don’t even know why! I guess it’s just an intrinsic thing. We actually just made a new wine country themed fabric, so that’s definitely a Bay Area thing!

What’s your favorite product from the line and why?

It’s actually this bag that I’m carrying right now - the satchel in denim and navy. I love this style! I can fit my laptop, water bottle, notebook, and lunch in here and put my keys and phone in the front pocket. It’s perfect.

We’re going to be traveling a lot this month (and using our amazing Spicer weekender bag). What, besides the bag, would you say are your top 5 must-have travel items?

First of all, a travel pillow. I always have to have one with me! Also some good moisturizer and a plastic bathing suit bag. That’s always really helpful if you’re going somewhere with water. I want to get the most out of my vacation so I’ll be the person hopping into the water the morning I leave on the plane, so I need to have somewhere to put my wet bathing suit. Oh, Kind bars are perfect for airplane hunger. And also, a versatile bathing suit cover up that can double as a dress or a scarf.

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We had a really great time talking with Sarah, seeing how the bags are made, and visiting their gift shop called Spicer on 3rd. Not only do Sarah and Bonnie run the show at Spicer, but they also run a boutique full of American-made goodies, just like us! It’s so great to be able to see the people behind the brands we carry and the work that goes into creating the quality pieces that we love. You can pick up your own Spicer bag in our store or on our online shop (travel pillow and bathing suit bag not included).

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Field Trip: The New SF MOMA

Written & Photographed By Ari Takata-Vasquez

inally! The new SF MOMA opened mid-May and after a couple of years of construction we needed to visit. Our intern, Karis, merchandiser Ronan and myself, made it across the bridge to see the new Snohetta designed building. The space is massive and filled with light and beautiful view sheds. The space had incredible new details however, I missed the old grand staircase leading to the second floor. This new path is still beautiful but itâ&#x20AC;&#x2122;s missing the elegance of the old space.

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Field Trip: The New SFMOMA

Ronan was looking breezy and Summer-y, enjoying the beautiful glass clad sculpture garden. The view from there was unbelievable. It was a beautiful and un-seasonally hot day in the city so obviously both Karis and I dressed in full black like witches. The outdoor living wall is also incredibly impressive. Itâ&#x20AC;&#x2122;s a 20 foot wall with native California foliage and, my favorite, ferns! 44

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With all the new space, they’ve added an architecture, typography and design wing to the museum. Of course it included the iconic New York subway Helvetica. They also make a nod to product design and UI/UX with “vintage” (cringe, vintage already?) with the original Apple computers. They even had an early ipad with eerily similar dimensions to our current ipads. We didn’t want to be too much of tourists, so we managed to take a group photo without bothering any one else. Thanks Richter for the glossy painting. If you haven’t gone yet, I highly recommend it. I opted for a membership because it’s only $100 a year, whereas each visit is $25. You also get a free guest pass when you visit so you can always plan a fun, inexpensive day at the museum to get inspired.

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H MY FIRST MARKET EXPERIENCE Written & Photographed By Karis Dodd

i, I’m Karis, and I’m the marketing and merchandising intern at Viscera. This week I had the opportunity to go to market in Las Vegas and attend trade shows with Ari. I was so excited, and I definitely felt a little bit like a baby deer heading into a den of wolves. Everything was very fast paced, but I really wanted to stop at my favorite brands’ booths to geek out over fall collections and excitedly network with the sales reps! Although there was a little bit of time for that, we stayed very focused. I definitely learned a lot and had a lot of fun too. Here are the top things I learned from my experience.

1. Flat shoes are key. I was told that for my own sanity and in order to not look like the noob that I am, I needed to wear very comfortable walking shoes. This was no joke. I was on my feet for up to 7 hours every day, and while I wasn’t running a marathon, the simple act of walking and even standing gets rather hard on your feet and calves after a couple hours. I did see plenty of people walking around in heels though. I wondered if it was their first time or maybe their hundredth time and at this point it somehow didn’t phase them. Either way, I want to know HOW?

2. Finding American-made stuff is harder than you might think. Viscera only sells Americanmade clothing, and therefore, we have to ask right when we get to the booth where the clothes are made in order to not get our hopes up only to be crushed. Seriously, there were some really awesome brands that I fell in love with at first look and hearing that they were made in China was such a bummer. The worst were the brands made in Mexico or Canada. So close, but yet so far. If only we were “Americas” made instead. Still, the joy of finding an interesting collection and hearing “all our pieces are made in America” is a great joy indeed. And we definitely found some amazing labels out of Los Angeles and New York that I am very excited to be carrying!

3. There is so much free stuff. Never will I go to the grocery store with a generic plastic tote again. Each show gives out a tote, which was actually very helpful since, being a noob, I only brought a small purse on my first day. This was not very smart since everyone gives you line sheets printed on full size paper. Duh. The first tote we picked up from the Project show was the main one I used all trip and 48

I was surprised by how cool it was! I was expecting some safeway-grade bags, but I guess that I had never attended a fashion industry event before and therefore did not realize that these people don’t mess around with that. Overall, I walked out with 4 tote bags, all of which were very high quality. I’m going to be working it at Trader Joe’s next week. On top of the totes, we picked up a few samples from beauty companies (one of which was a perfume that I might just order for myself once my sample runs out. The marketing is working!). But the big prize was the free limited edition S’well water bottles that were given out at Project. Granted, we did have to look around quite a bit to find those, and we still aren’t sure if they were supposed to give them to us, but we have them now so there is no turning back.

4. It’s easy to get excited when you find a brand you really like. I was worried that I was embarrassing Ari a little bit with my antics. Every piece I picked up at certain booths elicited a “oh wow, this could be worn as this, this, and this, and this is how I would style it, oh my, I want to take it home with me right now I’m so into it!” Usually this was met with reciprocated excitement from the sales reps since, whether they are actually into the brand or not, they kinda have to be excited about it if they’re going to sell it to you. However, sometimes I would be off in my own world acting like a puppy on its first walk while Ari and the sales rep talked actual business. I like to think that I made the sales rep’s day with my enthusiasm though.

5. You can’t let yourself get carried away or your credit card will be angry. Ok, so this one technically applies a little bit more to Ari than to me since I don’t control the cash flow, but still. After the first day, we wrote notes on some great My First Market Experience

“YOU CAN’T LET YOURSELF GET CARRIED AWAY OR YOUR CREDIT CARD WILL BE ANGRY.”

pieces. However, some of them were at a high price point, and that adds up after a while. The worst part about buying for the store is that you really need to consider your past sales and how much inventory you have (considering actual business things for the business? THE HORRORS!). After coming back from the shows we had to cut back on some cool pieces, but in the end, keeping our budget on point is better for the business and that’s what we’re here for after all.

6. Even if you don’t find stuff for your store, going to market still allows you to discover new brands to follow for you personal wardrobe. I really fell for some of the brands we saw at the shows, but a lot of them wouldn’t fit with the shop or weren’t American-made. In some cases, Ari and I decided to carry the brand, but not some of the pieces that I was personally eyeing. Still, I discovered some great new designers that I want to follow! It’s really exciting having something unique from an up and coming independent designer in your wardrobe, so finding new brands is something that I enjoy. Sadly, some of things we ended up not getting were because of the high price point. As much as I want to get everything I love when it comes out in fall, I am a college student and am not made of money. Still, a girl can dream, and maybe one day when everyone is talking about that brand I can say “Hey, I heard of them first!”

7. So these next few things aren’t just about going to market but about going to Vegas in general. One thing I learned is that in this city, it is really hard to tell if people are trying to be weirdly flirty or just trying to do their job. Actually, some people’s job is just to be weirdly flirty (club promoters, I’m lookin at you), so there is an area of overlap. When Ari and I checked into the hotel, the man at the concierge asked if we were hungry. When we answered with a “yes duh, we want food always” he looked at us in this very sly, smooth way and asked “how do you feel about margaritas?” I literally could not tell if he was just trying to get us to go to the hotel’s Mexican place or if he was trying to ask us to go out with him for margs after his shift ended. Normally I would assume the former, but his tone was so flirty! Everyone’s tone is so flirty here. Sales reps would ask us what we were doing after the shows and we couldn’t really tell if they just wanted to

ask you this and get you to come to their club (for free of course, because gendered pricing is such a thing). Something about it just felt a little bit grimy, but we managed to hear about a pretty cool event with Wale from one of these people, so can we really complain?

8. Vegas is just confusing in general If you have not been to Vegas, I will tell you now that there is no place like it. Or maybe there is and I just don’t know because I’m under 21 and this isn’t really my scene regardless. We stayed at the Luxor (the pyramid hotel), and the inside felt like we were in some kind of weird beehive-like evil star base straight out of a sci-fi movie. The rooms lined the “walls” of the pyramid, but the center was like a little city. Gambling machines lined the lowest level, and above that were 2 large sit-down restaurants, a food court (Subway or Nathan’s Hotdogs, anyone?), an exhibit of Titanic artifacts (still don’t get this one), two Starbucks’, a theatre where Carrot Top apparently has a show, and a weird replica of a city and a Mayan temple. There was also a Chris Angel theatre on the lower level, and we used this to help us find the elevator to our room because it was a very confusing maze otherwise. We actually got lost in the hotel on our way to the pool. We still didn’t find it. We actually gave up. This whole operation has to be a fire hazard. The other hotels are the same way. Each has a casino floor, an obscene amount of indoor restaurants and shops, and a couple theatres. The Venetian is quite literally meant to be a mini city! Driving around outside is basically like driving between weird tiny cities. There it is: the best way to describe Vegas is a big city full of mini cities.

network or if they were being weird. The club promoters who would try to get you to the trade show after parties were another beast entirely. “Hey pretty ladies, what are you doing tonight?” on the street normally just screams “catcall, ignore it” to me. But in Vegas, it is actually people’s jobs to 50

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My First Market Experience

NYFW: VIVIENNE HU Written & Photographed By: Ari Takata-Vasquez

We came. We saw. We conquered. We attended our very first New York Fashion Week show! We were so delighted to be invited to Vivienne Hu’s SS16 show. Viscera has carried Vivienne’s line since the shop opened and we’re excited to continue to bring her gorgeous pieces to Oakland.

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NYFW: Vivian Hu

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NYFW: Vivian Hu

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#EVERYDAYREAL Written By Ari Takata-Vasquez Photography By Miles Bianchi

f you’re on our e-newsletter, you might remember a little while back I asked our wonderful real-life customers to be part of our #everydayreal campaign. I have so many interesting, creative and stylish customers that shop at Viscera that I wanted to highlight them and how Viscera items fit into their lives. Being yourself is a powerful thing in a world filled with photoshopped Kardashians and impossibly perfected instagram feeds. To show the power of authenticity and well, being real, we didn’t photoshop any of these images. What you’re seeing is real life and it’s wonderful and vibrant. To be fair, we also had an amazing photographer-- Miles Bianchi. You might recognize his name, because he also designs our jewelry (you can see more of the creative things we do on VisceraDesign.com) In addition to showing how awesome being real is, I wanted our #everydayreal campaign is to illustrate just how easy it can be to dress for different occasions without a huge wardrobe. I carefully curate everything at Viscera to easily fit into your life. We’re all so busy with so many demands from work and life, and yet we’re expected to always look showered everyday (cruel world!). We all have so much going on, that we don’t have a ton of time to think about what we’re putting on in the morning--and I think that’s okay. We have a ton of creative potential, why waste 45 minutes of it every day deciding what to wear? I carefully pick our pieces so you don’t have to. You can build a wardrobe you love, that’s stylish, easy, and comfortable (not to mention USA-made). We did our very first #everydayreal photo shoot with the awesome, Christie & Jeff. They both are weekend regulars who make Viscera their stop after Donut Savant (btw, if you haven’t gone yet, you must, it’s on our list of places to visit in Oakland). These two are both videographers and live in the neighborhood. If you’ve been to Creative Mornings, Christie is one of the people helping document the inspiring talks from artists, designers, makers, producers, and musicians. They were such a joy to photograph and style. We even went and got some beers at Woods after the shoot.

Don’t forget to tag us on social media with #everydayreal when you wear your Viscera pieces out in the wild. Want to be in our next campaign? Send an email to info@Viscerastudio.com

LOOK ONE

Christie Hat: Fancy Fedora Jackie Hat // Shirt: Viscera crew neck tee // Pants: Just Black destroyed boyfriend jean // jewelry: Viscera collection 4 58

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Jeff Shirt: Shirting by The Sock Hop Amaranth in white // Pants: Shockoe Elmore jeans

#EverydayReal

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LOOK TWO Christie Top: M.Rena Boatneck dress // Skirt: Viscera midi skirt in black // Necklace: Manubrium necklace in steel Jeff Top: Shirting by Sock Hop Primrose in Blue // Pants: Shockoe Tonal Denim

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#EverydayReal

LOOK

THREE Christie Top: Priem Beverly Top // Pants: Just Black boyfriend denim Jeff Top: Sock Hop Amaranth in White // Pant: Shockoe elmore in grey

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#EverydayReal

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Thrash is an exuberant aesthetic developed through the expression of technical prowess. Since modernism, technique has laid dormant in architecture, only to be introduced in a tangential sense. A style celebrating the building as a functional collection of planes had flourished. Materiality and quality of construction were the measures of greatness. However, a recent surge of designers whose style is driven by virtuosity, or the outright display of carefully controlled and hyper developed technique, has emerged from the architectural avant-garde an re-introduced these principals to the architectural ecology. The following principals are inherent to the new Thrash style which shapes an aesthetic that is naturally edgier and excessive than any of its predecessors.

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Virtuosity and the departure from Parametricism

Precision and the affect of vague intent

Above all else, thrash is the expression of technical prowess, manifesting itself in mysterious forms that don’t immediately speak to purpose, but speak to the need to show off. Thrash indulges particularly hard in these human urges. While contemporary design schools have ingrained the virtuous importance of virtuosity into a generation of students under the guise of a paradigm change known as parametricism we are beginning to see the second generation spawned of the movement emerging with their own values based in unrestrained virtuosity. Parametricism has encouraged the exploration of new non- Cartesian figurations with the emphasis being on inter- related articula-

Perhaps it seems obvious that precision is embedded in the call for virtuosity, however precision in this case relates to an aesthetic expression, not a characteristic of the techniques required for the aesthetic. Although Thrash imbues a certain level of discord through lack of resolution, that doesn’t mean there is not a precise intention associated with the form. Pure Thrash makes no mistake about what its intentions are, and takes no formal shortcuts to get there. For an example of what it is not, minimalist architecture, while rigorous in performing phenomenological studies of minimal, yet curated movements can have an effect on participants in the spaces created, there is no interest in

tions. For parametricists, interconnectedness is the primary expression of new digital methodologies of form-creation. With these new methodologies comes a new skill set rooted in digital technologies. In the new design culture, analog skills are 100% obsolete and digital skills are 100% relevant. This new generation of [former] students have been steeped in digital technology, practically since birth, and have shown a completely uncharted level of aptitude for the skills needed for the current state of design and architecture. A select few practitioners, however, have transcended the “best Revit modeler at the firm” level that has become standard for the newbies out of school, and have become gods of their craft; the Marty Friedmans of Maya, or the Kirk Hammets of Catia. Virtuosity without an obsessive application is boring. Thrash is the embodiment of obsession. Obsession for perfection; obsession for new, loud forms; obsession for translating suppressed unconscious visions into psuedonightmarish and complex architectural expression. Thrash differentiates itself from half-assed garbage through excess. Restraint plays no role in Thrash, because restraint is the tool of a functioning society, and Thrash seeks to give the illusion of existence outside of society, outside of the mainstream, outside of culture. With Parametricsm now residing in the mainstream, its left a hole in the avant garde. Thrash, using excess as a prime differentiator, is taking over this role in the avant grade, being called up from the minors of academia.

achieving these effects through use of geometry. Geometry, for the minimalist, is simply the backdrop for effects to be cast upon. The geometry is necessarily minimal in order to increase the power of other aspects of the space, such as light, materiality, etc. Thrash’s vehicle for expression is almost strictly geometry, which makes precision a crucial tactic of the Thrashtitioner’s. The obfuscation of form and geometry through applied materialiaity, or the manipulation of light, or use of fog machines, is the antithesis of a Thrash- friendly application of geometry. Lets turn to music for a second (it was bound to happen): listen to any of the big four Thrash metal bands , and try to identify any form of aural obfuscation. Yes, there is distortion, however it is used in a way that adds aesthetic intent to the notes its applied to. To the uninitiated ear, the precision is probably not the most crucial aspect of the music. However, after the second, third, or even one hundredth listen, the clarity of musical precision becomes incredibly obvious. Every instrument is heavily compressed and the production is heavily dry. While some classic albums are often criticized for this very thing, its not without intent. The precision of the instrumentation and musicality can only thrive in an un-effected aural atmosphere. Architecturally, the lack of effect is what allows Thrash to maintain its virtue of precision. What minimalists have done with light and materials, Thrashtitioners allow the form to do itself. The resultant Effect of this precise expression of excessive virtuosity is one of completely mysterious clarity.

Thrash

Much like the uninitiated Thrash listener, the uninitiated Thrashject should have no concept of the origin of the forms they are presented with, as they are a digital manipulation of known architectural material , and entirely outside of architectural reality that predates its existence (more on this later). What is apparent, however, is the precision through which these forms are executed, and how they insinuate insinuates a strong sense of correctness that can only be a sense. Completely alien forms aren’t able to be intellectually verified, only emotionally analyzed. Precision is the vehicle for this emotional speculation that gives a sense of purpose to what is otherwise a mystery. Its like when Sci-Fi movies have rows and rows of buttons and lights that bleep and bloop while casting various colors of blinking light unto our hero’s face while he navigates us out of hostile intergalactic territory. So obsessively arranged on the wall or dashboard of the ship, no one knows what any

While an elegant solution can provide initial satisfaction, and a pious sense of completion for the designer, it leaves no room to fuck shit up. Thrash thrives on the need to fuck shit up, as Thrash, like most other architectural or design styles, aims to further conversations, the declaration of the style is that we’re not done as designers, and there is an eternity of making shit better and more interesting out there. Anything perceived as “elegant” is only thought of as such either because it’s the most developed thing humans have seen thus far applied to a specific situation, or because the designer has managed to deceive its subjects into thinking they have fully and completely solved a problem.

of those buttons or switches do but goddamn do they look cool and give sense of intent.

Friedman: How to Play Fast Arpeggios Without Sweep Picking”, youtube video published 2014

Post-Elegance and a departure from resolution

Be wary of anyone using the word “elegant” to describe their own work or the work of someone else non-critically or non-ironically. With a cult-like audacity, they are really proclaiming their own misunderstanding of the nature of things. In an attempt to mask their ignorance, they are only enhancing everyone else’s. That comforting feeling you get when looking at a Botticelli painting or listening to a Bach prelude that gives a sense of pious completion to the universe for a split second, without leaving a single thought of uneasy contemplation? That’s dangerous bullshit designed to distract you from the reality of the glorious universe we, by no fault of our own, inhabit. We live in a chaotic world where almost nothing is certain. What kind of mischievous practice seeks to express the falsehood that things are figured out? Even in an isolated situation, this is lazy work done by designers who are satisfied with faux completeness; faux resolution. Its work by and for people who think aesthetics are only a representation of different “styles” ( not style, but styles) and that aesthetics don’t provide opportunity for movement forward, but only differentiation within established practices. So where lies the difference between elegant virtuosity and post-elegant virtuosity when both rely on established systems of learning, and practice to instill a certain level of prowess within the virtuoso? Its in the “Fucking it”. Thrashtitioners are able to reach this higher level of virtu-

The quest for true elegance has been a principal of digital design predating even the formalization of the concept of parametricism itself. Second wave digital theorists have predicated their ideas on the finality of elegance, and its emphasis of resolution achieved through applied information. The more we are able to know, the clearer our understanding of problem, to which we can propose an ultimately resolute, final solution. In elegance, there is beauty. Thrash rejects these antiquated concepts of harmonious resolution as a means to beauty. Thrash rejects beauty entirely. In order for it to exist, there needs to be some established appreciation of form upon which a judgment about beauty can be made. The idea of Post-Elegance is simple: while technique can be used to reinforce highly researched, established practices, and can be applied to any new situation to provide a complete and thorough solution, true innovation can only come from challenging these practices. By nature of challenging established practices, the challenger can attain solutions that work, while simultaneously creating secondary unfamiliar conditions, spawning a network of open ended intellectual and physical circumstances that must be confronted either by the viewer/ user or design peers.

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Anytime you learn an exercise, learn it and then just totally fuck it. -

Marty Friedman, from “Full Shred w/Marty

Thrash

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Thrash

osity by possessing the special flavor of prowess that allows you to learn something difficult (be it a code, technique, riff, etc.), see why it sucks, and fuck it just enough to make it into something cool. I know what you’re thinking: “But words like ‘cool’ and ‘suck’ are subjective, indefinable and aren’t consistent enough to be judged against at all, thus making your last sentence invalid”. Well, even parametric practitioners, such as Patrick Shumacker, acknowledge the power of intuition, and see it as a higher order of intellectual development. Something so rational and advanced, that we humans don’t even have a way of understanding its nature, despite it being of the human. Thrashtitioners don’t see intuition as associated with intelligence at all, but see it as a sense, the expression of which they hold no fear of acknowledging. Embracing the use of senses instead of intellectual guidance provides a level of freedom that rule based styles cannot offer. Intuition can’t, nor should, be

thing new. Some of these techniques involve augmented duplication, modulated repetition, elongation, asymmetric bifurcation, subdivision and stylistic/ formal juxtaposition. While this paper is rife with bullshitty musical allusions, this is one area where the musical and architectural worlds differ. Thrash, in a musical sense, is still built upon the same base units, or musical material, that Western music has used for thousands of years. Architecture, on the other hand is a little more nuanced. The majority of buildings still rely on the same manufactured standard parts for the majority of what is built in contemporary world. However, with trends in digital fabrication, the way we manufacture the most base parts of a built form will change, and thus the architectural material, both in a philosophical and physical way, will change. This shift will eventually allow the presently hypothetical world of Thrash to merge with the physical realities of digitally enhanced construction. The Post-Elegant

regulated by rule or resolution, and as a result have the ability to target the Thrashject at their emotional core, not their intellectual core. There are several tools associated with post elegance that are made accessible by digital technology. Beyond the ease with which contemporary technologies allow us to perfect known form, they also allow us to study unknown forms, through the use of extreme augmentation, applied to the point where a fundamental, known object becomes some-

shift of architectural material displayed in Thrash have a basis in a near-future reality, which makes it a truly architectural movement, and not just a conceptual one. Through the techniques aforementioned above, Thrash has the ability to shift the arrangement and expression of architectural components, as well as the very nature of architectural components. This potential is latent in the Thrashcestoral movements such as Parametricism and Deconstructivism, and maximized in Thrash itself.

"THRASH REJECTS THESE ANTIQUATED CONCEPTS OF HARMONIOUS RESOLUTION AS A MEANS TO BEAUTY.”

References 1. The re-classification from avant-garde to mainstream (which the mack daddy of Parametricism himself, Patrik Schumacher speaks of in his 2009 book The Autopoiesis of Architecture: A New Framework for Architecture, probably happened sometime after the completion of Zaha Hadid Architect’s Galaxy Soho Beijing building in 2012 and MAD Architect’s Harbin Opera House in 2015, but who the hell knows? 2.This refers to four major Thrash metal pioneers originating in the 1980s: Anthrax, Megadeth, Metallica, and Slayer. In case you’re curious start with the following albums from each respective band: “Among the Living”

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(1987), Rust in Peace (1990), “Ride the Lightning” (1984) and “South of Heaven” (1988) 3. The concept for “architectural material” is based on Theodor Adorno’s concept for “musical material”; or the general framework for western musical composition (essentially the 12-note scales). In architecture, this refers to the most base elements in architectural composition, typically rooted in the language of the “primitive hut”. Digital technology allows Thrash to challenge this basis of material, but more on that later.

Thrash