On the Name: adsurdam

A garment begins as a series of decisions. Form, proportion, material, construction, expression.

Downtown Los Angeles seen from beneath a concrete overpass

Some things are reduced to their essentials. Others are taken to their extreme. Neither restraint nor excess is an end in itself.

LACMA, Los Angeles

The name is drawn from reductio ad absurdum — a method of reasoning that tests a proposition by following it to contradiction.

Every assumption is open to question. Nothing is accepted simply because it is familiar, expected, or established.

Los Angeles Santa Monica

A seam may disappear because it serves no purpose. A graphic may occupy the entire garment because its presence is the point.

A crowd under red light

There is no prescribed aesthetic.