Jackass Star Models Streetwear for Viral Brand

Winnipeg designer Kevin Takatch encountered comedian Eric André at a Jackass 25th anniversary art sale in Los Angeles, leading to André modeling one of Takatch's BeLove jackets. This spontaneous moment reflects BeLove's brand ethos of taking chances and finding unexpected connections.

Recently, BeLove faced a significant setback when Instagram deleted its original account, wiping out years of content and followers. Takatch has since launched a new account, documenting the brand's reconstruction process with samples, stranger models, and chance celebrity encounters.

Takatch, who previously worked as an educational assistant, started BeLove without fashion training, driven by a desire to create unique, expressive clothing. His personal style, a mix of vintage and eccentric pieces, influences the brand's colorful, nostalgic, and slightly quirky aesthetic.

He now approaches people on the streets of Winnipeg, asking them to model jackets based on their unique style or energy. This method, which offers the models the jacket, has become a meaningful way for Takatch to connect with and uplift individuals, realizing the importance of seeing and appreciating people.

The BeLove collection features pieces with themes like vampires, cowboys, and nature, often inspired by various sources. The creative process involves digital design, manufacturer collaboration, and continuous trial and error to perfect the fit and fabric. The brand is described as expressive, nostalgic, and carefree.

As Takatch rebuilds BeLove, he emphasizes that the story and people behind the brand are more important than follower numbers. His willingness to "put himself out there" and embrace seemingly ridiculous opportunities, like approaching André, has been key to the brand's growth and unique identity.