DERT PRESENTS HIGH TEXTURE
INSPIRED BY LOOKS AND STYLES FROM CLASSIC LITERATURE, MEN’S GROOMING PIONEER DAVID RACCUGLIA HAS CREATED A FRESH NEW BARBERING TREND RELEASE CALLED HIGH TEXTURE. JOINING FORCES WITH PAUL WILSON AND THE TEAM FROM ART + SCIENCE SALON, DAVID’S NEW TREND RELEASE CELEBRATES OLD SCHOOL TECHNIQUES.
The campaign was commissioned by DERT, a new socially conscious book brand, calling on the barber industry to join in promoting the cause of children’s literacy. DERT is launching a new initiative that provides storybooks to barbershops in under-resourced black communities.
HIGH TEXTURE is inspired by the great 19th century dandy authors like Oscar Wilde and Walt Whitman with their existential outlook and witty quips. A grand sense of Victorian adventure and Gothic horror is in the spirit of High Texture’s styling, reflecting writings of classic 19th-century literature greats like Robert Louis Stevenson, author of many classics including Dr. Jekyll and Mr. Hyde, and Treasure Island.
These influences collide with the great African American writing tradition of black writers like James Baldwin and Paul Laurence Dunbar with their call-to-arms for social change by wielding the power of the written prose and poetry. These eccentric literary inspirations are infused with a musical jolt, fueled by the soulful energy of Funk musicians like James Brown, and the impeccable glamour of Little Richard – where pure raw substance and emotion is expressed with a flashy layered personal style. High Texture compresses and fast-forwards it all to the 21st-century man.
DERT commissioned David Raccuglia to photograph 10 top American models in a range of hair expressions and fashion looks as part of a social campaign for the barber industry. High Texture promotes the cause of children’s literacy by debuting the social enterprise DERT to the barber industry. DERT is on a mission to encourage reading and learning by inspiring barbers to be literacy advocates and activating barbershops into reading friendly spaces.
“David and I are often focused on relevant trends when we create collections. What had us excited about this project is the fact that through design it would transcend trend,” says Paul Wilson, Global Artistic Director of American Crew and co-owner of Art & Science. “Art + Science salon is packed with incredible talent, so I brought one of our best master barbers, Anthony Johnson, as well Alice Salazar, our most diverse and skilled stylist. The highly textural shapes are architectural and sculptural and span all eras. We have never had so much fun on a project.”
“The barbershop has always been a space for men to gather and share stories in their journey to improve themselves,” adds David Raccuglia. “Expressing one’s style is a unique form of story-telling and barbers have the power to deepen the lives of their customers by being a catalyst to personal transformation. Like movies, sports and music, stories and characters from literature provide a universal experience that can help us dig deeper, and guide us towards being our best.”
DERT’s mission is to cultivate better lives and a stronger community through reading, stories, and the transformative power of books. DERT seeks to bring books to barbershops and salons worldwide, inspiring industry professionals to be literacy advocates that encourage their customers to best transform themselves on the inside and out.
With each purchase, DERT donates a portion of its profits towards the donation of their children’s storybooks to literacy programs in barbershops. DERT’s social mission is to ensure that all children identify as readers by having access to books and being read to on a regular basis. Reading together is vital for all children through their preschool years and beyond. DERT publishes a unique line of books and learning tools designed to engage families in reading through all stages of life.
Two brothers, an Olympia book curator, Ernesto Chavez, and a Brooklyn graphic designer, Marcos Chavez, founded DERT. Inspired to brand a new bookselling model by a symbol of nature (dirt) and the ethos of technical arts (design), the Chavez brothers formulated the concept of deep enhancement of reader technology known as D-E-R-T.
Learn more about the foundation and find out how to get involved by visiting dertbook.com.