THE GOODS | #011–FW15
Name: Jean-Phillipe Lalonde
Occupation: Sales at Arc'teryx Veilance
“Man, I have too many pairs of these,” J.P. says as we walk down Queen St. to our shooting location. He looks down while referring to the Common Projects on his feet and the comment is actually unsurprising. J.P. wrote his Master’s thesis on the ethnography of sneaker culture and while critically aware of the processes of sneaker head culture as a consumption-based social phenomenon, he is far from immune to them. His Montreal apartment serving as an ever-growing collection of evidence.
Fast forward and J.P., full name Jean-Philippe Lalonde, is working for Arc’teryx Veilance, a brand with a similar style of cult following. As the tailored and refined offshoot of technical sportswear brand Arc’teryx, Veilance emphasizes minimalism in both form and function. Streamlined silhouettes crafted with technical fabrics work in balance with J.P.’s own lifestyle. When not repping Veilance, or smaller athleticwear brand Ciele Athletics, he is heading up Montreal urban running crew, East Laurier Running Club. The urban running crew movement, comprised of international crews bonded by a similar outlook on style and athleticism, crosses over with the underground society of sneaker culture. Both sharing a community-based structure, each with its own understood jargon, values and beliefs, but also united by a fiery love of $200 sneakers - though only one wants to run a marathon in them.
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