PLEASURE PRINCIPLE

Based on the Freudian concept Pleasure Principle is a line that reflects the human desire to seek pleasure and avoid pain. Founded in 2002, Pleasure Principle is the result of a harmonious collaboration between New York artists/designers Adrian Cowen and Diva Pittala. Cowen and Pittala wanted to bring a conceptual artistic approach to fashion and particularly to the area of sportswear. The main goal of pleasure principle was to design functional fashion through sportswear. Pleasure Principle is known for their play on the simple jersey garments that can be worn multiple ways.

"The graphic pieces offer glimpses of an imagined identity, and often reflect the dark side of pleasure - hence the freudian 'pleasure principle' name."

Website: www.pleasureprinciple.org/