The lifestyle brand, ‘devoted to both style and substance’ was created by three California-based entrepreneurs; Derek Galkin, Sal Masekela, and Tu Pham. Together they blend their entrepreneurial skills in art, music, fashion and design to create a brand that works closely with talented artisans around the globe.
For the debut project, co-founder Sal Masekela’s chosen craft was music. The first project is unique in that it features Sal’s father, Hugh Masekela, an inspiring musician who impacted apartheid in Africa through music. The charity of choice is Sal’s own charity, Stoked, a mentoring program that uses action sports culture to help develop and educate inner-city youth. The funds raised from this t-shirt will be used to finance four round-trip weekend excursions for Stoked kids from New York City to the mountains this winter to learn how to snowboard.
Art of Craft artisans include sculptors, architects, photographers, a winemaker, a musician, an actor – simply someone who does what they love and who is equally devoted and uniquely talented in what they do. Some of these selected artisans may be world renowned, and some may be only known within their field or community.
Co-founder Derek Galkin, who is responsible for finding inspirational partners states, ‘Sal, Tu and I all coming from very different backgrounds yet in similar art-based industries, we’ve had the good fortune to be exposed to so many talented and extraordinarily gifted individuals over the years, who are at the very top of their crafts. While many of these crafts are not typically celebrated or even seen by the masses, our goal with Art of Craft is to not just identify these individuals, but raise awareness around them and their crafts by sharing their talents with the world and in turn, raising money for more to follow in their footsteps. And of course, producing and offering a very special wearable piece of art in the process.”
Every two weeks, a limited edition Art of Craft product will be exclusively released for purchase at http://www.ArtofCraft.com and select Fred Segal locations. Each limited-edition Art of Craft item, ranging from apparel to accessories, will be a collaboration with a selected artist to celebrate their craft and accomplishments while sharing their story, history and venture – $6 from each item sold will then go to the select artist’s cause or non-profit of choice.
The cause must reflect the artist’s craft in some way – perhaps it’s the photography school they attended, or the bakery where they first worked before opening their own. With each collaboration, the funds raised will be allocated to a specific project or rather goal, within that cause so consumers will have one-hundred-percent transparency in where their money is going and what it is being used towards. This goal will be clearly laid out for consumers to see and learn about when each project is announced on the website.
The entire Masekela collaboration and corresponding t-shirt design is available to view online at artofcraft.com, and facebook.com/celebratecraft
Excerpts from Art of Craft