Brashy Studios · 2011–2020

Practice: Brashy Studios (Born On Internet)
Founders: Jacob Hägg & Axel Hägg
Creative Director: Jacob Hägg
Studio: Studio Super Intelligence
Years & Locations: 2011–2020 · Stockholm, New York, Los Angeles
Production: 480 SKUs · Cut & Sewn in Downtown Los Angeles
Apparatus: Contax G2 · 35mm Silver Halide · VHS Tape · Broadcast-Failure Filters
Stockists: Colette Paris · I.T Hong Kong · 22 Stockists
Catalogue: MoMA ‘Items: Is Fashion Modern?’ · 2017 · Page 256 (Import/Export)

Jacob Hägg and Axel Hägg founded Brashy Studios in 2011. Operating across Stockholm, New York and downtown Los Angeles, the women’s streetwear practice joined garment construction, casting, Contax G2 photography and custom VHS broadcast-failure filters under one roof.

Four hundred and eighty styles were cut and sewn in downtown Los Angeles before production paused in 2020. The Spring/Summer 2017 collection was stocked at Colette in Paris and I.T in Hong Kong, and ‘Brashy Studios Import/Export’ entered the Museum of Modern Art catalogue ‘Items: Is Fashion Modern?’ on page 256.

Brashy Studios (2011–2020), Intelligence Matters (2024–2026) and Studio Super Intelligence (2026–Present) form three chapters of one continuous practice.

Where the first chapter worked in heavy cotton, clear PVC, industrial hardware and magnetic tape, the current studio works in SI image systems, Super Intelligent Design and WebGL exhibition architecture. Production paused in 2020; the archive now occupies its own permanent room inside Negative Space.