History and Practice Blog

Brand: No Fear. No Fear has been around since the Late 80s
and early 90s selling clothing like t shirts, jeans and shoes
and sports equipment such as skateboards, snowboards,
scooters and surfboards. No Fear has an official energy
drink that was created through a partnership with the
beverage company SoBe. The brand name No Fear implies
fearlessness and bravery, Fearlessness of death, Lack of
laziness, contempt of social norms and the law. To signify
that the brand wants you to be tough and active and never
back down from any challenge.

Colour: The colour is navy blue. The brands choice of

colours for their jeans are either grey, dark blue or black
giving them a grungy, heavy metal look to them. Imagine
seeing these jeans on somebody at a rock concert or at a
skate park.

Function: The jeans have pockets, a belt and pouches. The

pouches were made to allow for more space to carry objects like carrying extra spray cans for when
you’re about to make some wall art. The belt is used to allow adjustment for the wearer. The pouch
buttons have an engraved cartoon skull on them for decorative purposes. The skull is one of their
logos including a pair of animated eyes.

Cultural Connotations: This brand of jeans was made for a more modern audience, specifically teens
and/or young adults, they are usually worn by expert skateboarders. No Fear goes for a more
rebellious and sporty aesthetic. Jeans are often worn by biker gangs; you’ll catch a couple of them
wearing these jeans as they ride down the street.
History and Practice Blog