_ Intelligence Matters
THE FIRST CHAPTER · 2011—2020PAUSED · THE COLLECTION HOLDS · THE RECORD IS OPEN

Brashy
Studios.

Brashy Studios was an independent fashion and image practice founded by Jacob Hägg and Axel Hägg in 2011. It moved through Stockholm, New York and Los Angeles, joining clothing, casting, photography, publishing, retail and cultural placement inside one authored world.

Production paused in 2020. The archive did not become nostalgia. It remains the first working chapter of Intelligence Matters: the eye, the network and the proof before the current name.

The first chapter is still working.

The Work

Owned archive plates · garments, materials, image language

Black-and-white campaign portrait, close cropped, with a dark Brashy cap.
CAMPAIGN / CAPARCHIVE
Editorial image with a handwritten chest mark and chain-hung deconstructed shorts.
EDITORIALHANDWRITTEN MARK
Brashy lookbook portrait, plate one.
LOOKBOOKPLATE I
Archive portrait with clear science safety goggles.
OBJECTTHE GOGGLES
Brashy lookbook portrait, plate two.
LOOKBOOKPLATE II
Mirror photograph showing transparent PVC material.
MATERIALPVC / MIRROR
Projection falls across a figure and the wall behind.
IMAGELIGHT AS LAYER
Halftone photograph fixed to a dark T-shirt with safety pins.
CONSTRUCTIONPRINT + PIN
Close material detail of cord and carabiner hardware.
HARDWARECORD / CARABINER
Figure at a mall food-court counter in a dark Born On Internet hooded top.
BORN ON INTERNETNATIVE HABITAT
Figure lying beside a pool-deck NO DIVING sign in a mesh top and slides.
NO DIVINGWHAT GOT OUT
i-D film still with Tommy Genesis wearing a neon-striped Brashy piece.
i-D / FILM STILLTOMMY GENESIS

Selected Press

Three real marks · each opens the record

T Magazine Vogue HYPEBAE

The Public Record

No prestige inventory · each line is the receipt for the exact relationship named

Institution MoMA catalogue — Items: Is Fashion Modern? · 2017CATALOGUED-IN · “BRASHY STUDIOS IMPORT/EXPORT, 256” · NOT A PERMANENT-COLLECTION CLAIM ↗
Press T Magazine / The New York TimesCOVERED-BY · PROFILE / LOS ANGELES / 2017 ↗ Highsnobiety — WHITE FW17 selectionEDITORIAL-SELECTION · 13 UPCOMING LABELS ↗ HYPEBAE — “Plastic Fantastic” SS18 editorialCOVERED-BY · VINYL / PLASTIC EDITORIAL ↗ HYPEBAE — Pre-Fall 2018 camo collection featureCOVERED-BY · COLLECTION FEATURE ↗ HYPEBAE — grungy 2000s editorial featureCOVERED-BY · EDITORIAL FEATURE ↗ KITH Women × HYPEBAE editorialCOVERED-BY · MULTI-BRAND EDITORIAL · NOT A RETAIL CLAIM ↗
Retail Colette, ParisSTOCKED-BY · SS17 AVAILABILITY RECORDED BY T MAGAZINE ↗ I.T, Hong Kong — i.t blue blockSTOCKED-BY · RETAILER BRAND REGISTER ↗
Worn RihannaWORE · SERIOUSLY OLD SKOOL TEE · ORGANIC WEAR, NOT ENDORSEMENT ↗ Bella HadidWORE · SUNDAZE TRACK PANTS · ORGANIC WEAR, NOT ENDORSEMENT ↗ Kaia GerberWORE · BRASHY BUCKET HAT · VOGUE STYLE CREDIT ↗ Kali UchisWORE · CLASPED BRASHY JEANS · VOGUE STYLE CREDIT ↗
Wardrobe Kylie Jenner — Brashy garment documented in wardrobeDOCUMENTED-IN-WARDROBE · NOT PRESENTED AS A PUBLIC-WEAR OR ENDORSEMENT CLAIM ↗

The
Continuity

Brashy Studios and Intelligence Matters are two chapters of Jacob Hägg’s independent practice—not one company under two names. Brashy established the world-building method through fashion and image. Intelligence Matters extends it across image, design, code and spatial work.

The archive is working material. Production is paused, not erased. The collection holds.

Open Intelligence MattersThe current chapter →

The collection holds. The door is open.