At 7 p.m. on Tuesday night, in the back room of an East Village apartment, the HOLSTEE team welcomed guests to the first public screening of Life Cycle: A Cinematic Short of the HOLSTEE Manifesto. HOLSTEE is a design team focused on clothing and accessories made from recycled materials. Their business manifesto is a string of inspirational phrases — Do what you love and do it often. Live your dream and share your passion. — designed as a work of typeface art. HOLSTEE wanted to create a video that brought the sentiments of its manifesto to life and chose cycling in New York City as the theme.
The high-energy video, made in tandem with Demonstrous Productions, features cyclists on the Williamsburg Bridge and riding through the city or standing with their bikes. The manifesto text is cleverly integrated with the film, popping up as a sticker someone is attaching to a light pole, or a book being passed from one person to another. The short montage of cycling is fun and very pretty. The packed room cheered when the screening concluded. You can view the video here: