News__ Lifetime’s Free Thinkers
Skating on the River Danube like no big deal
The fourth issue of Lifetime Collective's Free Thinkers Magazine begins with paint--bright and unbridled by Simon Redekop of a beautifully natural, "dope" place one could easily assume is Thailand as is highlighted in much of the rest of the magazine. This Thai friendly venture follows Lifetime's designers' trip to Thailand to shoot their S/S 2013 lookbook.
Not limited to the visuals-only rut many brand magazines find themselves in, Free Thinkers also cultivates the cultural savant with interviews from pro-skater Rick McCrank (see the coinciding photo of a skate ramp in the River Danube by Alex Craig) and a "Behind the T-Shirt With" segment that allows readers a glimpse inside the creative who creates the tees available with Lifetime. Also ingenious is the photo story of a beach camping trip that Lifetime undertook with Poller-- an indication that the 11 year old brand understands its customers at a subsurface (and sub clothing) level.