Rubinstein is a New York personality who documents (mostly via his iPhone) people with exceptional personal style and is fascinated by uniforms, subcultures, and character studies. Most of the pieces from the collection were nods to looks captured by Rubinstein in his book, Dead Style: A Long Strange Trip Into the Magical World of Tie Dye.
Over the course of a few months, Rubinstein shared references with The Elder Statesman creative team and the collection was born over many text messages and design meetings via Zoom. Patchwork appliqué, clashing cashmere tie-dyes, childlike drawings of flowers, rainbows, clouds, mushrooms, and ‘Psychedelic Research Volunteer’ are some of the motifs found throughout the collection.
For the collection’s campaign, The Elder Statesman team follows around Rubinstein over one day through two New York City boroughs, on a quest to bring challah home to his family for Shabbat. He runs some errands along the way and bumps into friends and acquaintances who happen to be wearing the collection styled in their own way.