movin' on up
Style X leaves the SXSW family, becomes The Neighborhood and cites democracy asinspiration
Photo by Kelly Wendt
A panel featuring co-founder Joah Spearman (center)Photo by Kelly Wendt
Style X audience looks on — an atmosphere that The Neighborhood hopes to warmonce outside of the convention center
After two short years, Style X recently decided to break off its official relationship with SXSW and venture out on its own, a bit reworked and under the new moniker The Neighborhood.
Getting the sense that Style X was never going to be able to perform to its full potential within the stacked SXSW arena (though it did boast impressive stats like hosting 30,000 shoppers in 36 hours and panels featuring famous fashionistas like the Man Repeller), founders Joah Spearman and Jon Pattillo decided to take the concept for a style program into their own hands. Though it won't be with SXSW, The Neighborhood will take place during SXSW as an unofficial event.
"Jon and I no longer wanted to play the role of Victoria Beckham in the partnership. Obviously, SXSW Music is David." - Joah Spearman
"We both got to a crossroads in the relationship after two years as an 'official' event, and Jon and I no longer wanted to play the role of Victoria Beckham in the partnership. Obviously, SXSW Music is David," Spearman wrote in an initial press release.
With such a bold statement, we expect the follow through of The Neighborhood to be a strong one. "We know [SXSW] has their hands full with Music, Film and Interactive, and it made sense for us to focus on style ourselves," Spearman tells CultureMap of the amicable break-up.
So, what's to come? Hopefully bigger and better things for style-lovers. In fact, it always seemed as if Style X was on the brink of a big break through, if it could only get a few more mega designers, brands and consumers to take notice.
"[The Neighborhood] will continue to play to the audience that loves both music and style," Spearman explains, "but we're also interested in expanding to reflect the growing connection between fashion and technology — and the overall sense of style one gathers through what they read, where they travel, how they style their homes, and all of the other ways people exude style."
"I love this idea of democracy. . .The Neighborhood is about this concept of 'we' and defining that through the lens and scope of style." - Spearman
The overarching goal for Spearman and Pattillo will be for The Neighborhood to become a gathering of "the key tentacles" playing a part within the style industry: brands, retailers, designers, bloggers, media, stylists, as well people who simply love to shop.
"I love this idea of democracy," Spearman tells CultureMap. "You know, 'We the people.' The Neighborhood is about this concept of 'we' and defining that through the lens and scope of style."
When we looked back at the two years of photos for Style X we noticed something very powerful: We build quite easily the most diverse event — from a demographic, socioeconomic, whatever filter you put on it — at SXSW. We had a true democratic event, and now [The Neighborhood] will be able to play up that important aspect even more."
Keep up with The Neighborhood online for the release of specific dates and event location.
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