Dynamic and urgent in style, Delux draws influence from ’50s science fiction pulp magazines and hand-painted military letterforms. Delux evokes an era when the future was neo-plastic, solid-state, isotopic bright (and everything was better with fins and chromium plating). Both retro-futuristic and nostalgic, Delux embodies a time when there was no melancholic longing for the past, just a naive burning optimism that ‘things to come’ would be better.
In its original form, Delux’s name was applied as an ironic comment on the trend for creating ‘designer’ brands – whereby an object’s desirability is separated from its original function by the attachment of a designer’s name. The absurd paradox of this notion is that it does not acknowledge that every man-made object has been designed.
Delux: for your life-enhancing, resource-using, environment-destroying, ozone-depleting, labour-exploiting, ghetto-creating, space-junk making, inequality-producing, government-corrupting, beautiful and wonderful designer label.