'FREEHAND PROFIT: FACE VALUE' ART & FASHION EXHIBIT AT SCADFASH

Photo by Freehand Profit

Gary Lockwood, aka Freehand Profit, meticulously deconstructs rare, expensive, highly sought-after, and classic sneakers into elaborate masks. Inspired by hip-hop culture, he samples and remixes the raw materials into sacred objects that he imbues with protective properties against contemporary injustices and crises like civil unrest, war, and climate change. Acutely aware of the historical importance of masks across time, place, and peoples, Lockwood reflects on subcultural identities.

Retaining the markings and style of the original shoes — including the Nike Air Max, Travis Scott Jordan 1s, Yeezys, glow-in-the-dark Doernbecher Jordans, Nike SB Dunks, and Asics — the fantastical, three-dimensional masks likewise engage ideas of real and perceived value.

Ultimately, Lockwood’s works are homages to the emcees, DJs, graffiti artists, and b-boys who laid the foundation for hip-hop and sneaker culture. Featuring more than 30 works borrowed from collectors around the world, Face Value is Lockwood’s first museum exhibition.

The artist discovered his passion for hip-hop during his formative years living in Virginia and the Washington, D.C. area. This passion became the motivator for much of his artistic practice. In 2006, Lockwood moved to Los Angeles where he worked as an artist and designer in the music industry before initiating a year-long project called MASK365. Inspired by Noah Scalin’s “Skull-A-Day” project, Lockwood designed or assembled a mask every day, a creative sprint that birthed the first sneaker gas mask in 2010 — and from which Lockwood’s Freehand Profit persona emerged. Since then, Lockwood has built a brand around his distinctive artistic output of more than 200 masks. His unique re-appropriation of iconic sneakers has piqued the interest of serious collectors, aficionados, and brands including Nike, Adidas, Cadillac Europe, Puma, Reebok, Champs Sports, and Foot Locker. Lockwood holds a B.F.A. from Corcoran School of Arts & Design.

Face Value is curated by Rafael Gomes, director of fashion exhibitions and is on view at SCADFASH through Sept. 11, 2022.

FASHIONADO