Creative Director Jon Koon conceptualised Haculla, a luxury brand inspired by the iconic Harif Guzman’s 15 years of provocative street art. Haculla’s first collection refers to Guzman’s “Dark Ages” characters, examining the old masters in classical art. Within the series, Guzman juxtaposes signature street art characters with iconic styles often depicted in old master paintings, working as the platform of creativity Haculla is developed from. 

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