The definition and rhythm of ‘pseudo-culture’s four syllables intrigued me: having heard the lyric in Zoology’s 2018 track ‘Portland’. Often defined as a distorted or insensitive representation of a culture for material or immoral gain, this struck a cord - almost skewed against or the opposite to the original sentiments and intricacies that make up a collective ‘culture’. 

The prefix ‘pseudo-’ itself is also interesting: typically used to demarcate a falsity or imitation - something that on the surface may appear as one thing, however, in reality, is something else. Deceptive, fake or ingenuine, it’s magic resonates in its other definitions. Alternative, imaginary, or different - the same prefix, can be flipped in an idiosyncratic & positive light. This is the word’s beauty and relevance when asking myself & our community ‘what does kulture means to us?’ Our shared experiences and ideas all can have a footing in love, loss, pain or joy; our answers all unique but derived from a mixing pot of the collective consciousness that is ‘culture’. All of us have a different interpretation and taste, origin story & intention behind our creative projects. How these ventures make us feel & think is infinitely & ultimately different; some would say ‘pseudo-‘ 

Before I get a little too deep, the pseudo kommunity has since grown to over 25,000 social media followers and has expanded with several successful apparel campaigns with EVERPRESS as a source of crowd-funding & inspiration - taking our next steps into publication by popular demand with EDITION 01 & PSEUBURBIA: Kottonopolis. With aspirations of future print publications, exhibitions & events as we expand over the ever-increasing noise, algorithms and ad-based social media world.