Bl33n WTF is that?

By: Chris Henry

The logo for the new Bl33n interactive website.



That’s exactly what I thought when I heard of this misspelled underground brand. My first interaction with Bl33n was a few months ago when I came across their provocative (nude) advertisements on various fashion blogs on the net. However, I did not seem too intrigued with the group itself. That is until I read the article over Bl33n in the launch issue of Hunger Magazine. Bleen, first of all is the combination of blue and green eyes, but apparently when they were trying to find a website for their namesake, bleen was already taken so they switched the EEs to 33s and Bl33n was born. The task of describing what Bl33n actually is; is one that I am glad Hunger Magazine has done for me. According to Hunger, “Bl33n is a provocative online magazine, shop, and general depository for confrontational, sexy imagery founded by international photographer, Matthias Vriens-McGrath.” Most people like myself have no idea who this “International photographer” is so I googled him, I am a big googler, Vriens-McGrath started in the fashion industry by working for a Parisian magazine and later working as Creative Director of Giorgio Armani and Senior Art Director at the Gucci Group. Though the primary reason for the website is to be an online magazine, Vriens-McGrath has already expanded the underground phenomenon into an online store featuring many overpriced tee shirts. One of the most interesting and eye-catching pieces of clothing that he has created is known as the “monster shirt”, the shirt is printed so that for the design to be seen by others, the shirt must be flipped upwards and covering your face (see photo below). Vriens-McGrath himself says the look is “Ridiculous and Surreal: two good things”, but in my opinion, at 100 bucks a pop, I bet that you are probably just going to feel the former. However, what do I know, I am just a boy, no matter how stylish & savvy, so check out the merchandise for yourself at http://bl33nstore.com/. 

Bl33n is well known for its signature provocative ad campaigns.



This is one of the featured photos on the Bl33n home page.