UPDATE: BL33N.com is finally officially open!
Yesterday my inbox had only one name in the sender section: Matthias Vriens-McGrath. There was also one single subject: BL33N. We were obsessing about the magazine, the clothes, the artists, the faces representing the idea and the images. It is a dog’s life choosing from the whole collection, so I will make it easy on me and post the whole set of images promoting BL33N. The BL33N ad campaign with the spot of naked people posing was really successful – it gave me the feeling I haven’t had about a product for a very long time – I was curious. Doesn’t happen with many ads nowadays. However, the wait is over, BL33N is here and is ready to revolutionize art, fashion, media and you.
A day before the official launch of the project and the website (July 11, evening LA time), he talked to me about fr33dom, body culture and his relationship with his partner in crime and husband, Donovan Vriens-McGrath.
BL33N (pronounced bleen)
BL33N IS BETWEEN BLUE AND GREEN IS GRUE / BLEEN IS BL33N
BL33N IS MAYBE BETWEEN 6 AND 7 BUT NOT 6.5
BL33N IS US, BL33N IS FR33, BL33N IS FUN, SEXY, PROVOCATIVE, ALIVE AND NOW.
BL33N IS YOU IF YOU WANT IT TO BE, BL33N IS LOVE, LOVING AND FOR LOVERS.
BL33N IS HOPE, BL33N IS YOU AND ME.
BL33N IS LIFE FULL OF LOVE.
Matthias Vriens-McGrath, BL33N
GG: Hi Matthias, what have you been up to lately?
What is BL33N?
BL33N is a project by my husband Donovan and myself. it will be a magazine that invites to interact with people all over the world. People will be able to send in pictures of themselves and contribute to our FR33DOM questionaire, which will be available on BL33N.COM We would like to receive -SEXY- pictures from people all over the world and have them tell us what their idea of being FR33 is. The contributions will then -POSSIBLY- make it into the next issue of BL33N. Alongside with all of that BL33N sells great looking T-Shirts!
Why did it take you so long with the launch? It was promised for May.
This is our first time and we wanted to make it perfect. When you see it, you will understand why. I promise you, it was worth the wait.
What artists and designers do you plan on collaborating with for BL33N?
Just you wait till issue Nr. two!
You say you want to promote freedom with the brand – what actions have you planned?
We are planning travelling BL33N shows that embrace our idea of FR33DOM and what it means to others. Our idea for one is that sexual FR33DOM and to embrace the human body. So much taboo revolves around the body in our cultures still today that it is an absolute shame!
How did you find the people who are sporting the BL33N Logo from the initial campaign?
Most of them were models. We tried to include more non models, but most people are pretty shy about stripping… We are confident, this will change for issue Nr. Two, for which we have an entire new group of people lined up!
Do you think sex still sells?
If you show me the opposite, I will buy you an ice-cream!
Would BL33N be still so successful if there were slightly overweight women and bearish men in the ad?
Our point indeed! Issue Nr. Two will have a more “real” kind of body image. Fuller bodies will be part of that, even the “bearish” lot will not be excluded!
What do you think of the print business nowadays? Newspapers and magazines especially.
B33N THERE, DONE THAT.
Do you regret ditching DUTCH?
No, it was the right think at the right time. I believe in letting go of things when they’re hot.
For how long have you been together with Donovan and how did you two meet?
We have been together for three years and married for two. We met in Mexic, at yoga retreat where Donovan was teaching. He is an incredible yoga teacher!
How do you keep a relationship going – as we know gay relationships are known rather for their short lives rather than for their long lasting.
I personally know a lot of long-term gay relationships. Maybe this one of the stereotypical issues we are dealing with? And do you mean to tell me that heterosexual relationships start to look “promising”…? I believe that if people are smart, they create their own family structure and try make that work. Donovan and I are so in love and obsessed with each other and sharing BL33N is a way to work, travel and create together, which enhances our family structure. And subsequently we are having a lot of fun!
What are you doing after this interview?
I am in NYC right now, flying back home to Venice, California tomorrow and launching BL33N! Right after that we are in the next phase of BL33N, which will blow you away, I promise you! Issue Nr. One is in many ways the very beginning of it all!
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