Article Jamie Lundy
Building a brand takes a long time, building a great brand with authenticity and longevity takes decades. At 7L, we are slowly and progressively growing year on year. We carefully consider every design, every style, every fabric, that make it from concept to our flagship store. Our brave and bright aesthetic, highly technical fabric and renowned quality are attracting some seriously credible people.
Brooklynite ELLE, began as an illegal graffiti artist in the streets of New York but as I sit here writing this article, she is considered one of the top street artists on the planet. Using aerosol cans, pump cans, stencils, paint rollers, hard hats, scissor lifts, ladders and more; she uses every facet of street art to put her mark on the worlds greatest cities.
At 7L, creative talent is in our DNA and after an introduction through a mutual friend, we couldn’t resist the opportunity of teaming up with ELLE as our first ever female brand Ambassador’s.
Elle’s work has been exhibited in the prestigious Saatchi Gallery in London, Urban Nation Museum in Berlin, and as a two hundred foot tall projection onto the facade of the New Museum in New York. Vogue Australia featured ELLE’s recent artworks in “32 pieces of Melbourne street art to see before you die,” and her graffiti is featured in the Tom Clancy video game: The Division. “She holds specific and hard to find creative talent which cannot be taught nor replicated.” The Taboo Group. Her artwork has been published in dozens of books on streetart along with hundreds of online publications and articles.
ELLE was approached to collaborate with sportswear brand Reebok. The brief was to take her energetic street style and apply it to clothing. The result, the ELLExReebok graffiti legging and subsequently, the ELLExReebok yoga capsule collection.
Within the New Nike Headquarters in Melbourne, one will find a 40 meter wrap around painting by ELLE. If in Berlin, one might see an Augmented reality installation with Samsung, as well as a 5 story wall along Gorlizer park commissioned by Berlin Mural Festival. She joined Steve Aoki headlining in an Asics Campaign “I Move Me” speaking on how her creativity is inspired by movement, and starred alongside Dani Leigh in an episode of a Graffiti Artists x Rappers TV show. She touts a past global collaboration with Ikea, invitations to work with Kanye West’s creative agency, Curio, and more.
We look forward to building our creative and professional relationship with Elle and perhaps, one day, I could be convinced into the technical womenswear market! We’ll have to wait and see.
Visit Elle and her work at https://www.ellestreetart.com/