Comune And The Art Of The Sell

by The Editors on May 15, 2010

When a action sports clothing company (Comune) refers to its own promotional snowboard film as “avant-garde” and uses an infamous 1960s anti-establishment art colony in Colorado (Drop City) as its main inspiration to help it move product through the malls of America (Urban Outfitters, Pac Sun) it’s difficult not to chuckle.

When the title of that black and white film is as pretentious as “Black Holes and Invisible Forces Bending Time Through Particle Deformations Creating Infinite Freedom in the Garden on the Moon,” it almost becomes farcical.

That said, the new Comune teaser Burn The Witch is fun to watch no matter we look at it.

[Link: Comune via Yobeat]

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