Fashion’s most fun-loving street style photographer goes inside the groovy fashion of Grateful Dead fans. See more:
All products featured on Vogue are independently selected by our editors. However, when you buy something through our retail links, we may earn an affiliate commission.Fashion’s favorite fast-talking, camera-wielding mensch Mordechai “Mister Mort” Rubinstein has made a name for himself documenting the subtle details of menswear at street level. “Beauty in the everyday uniform” Rubinstein is his mantra—and the hashtag he favors on Instagram.
assigned him to cover a Dead & Co concert at Madison Square Garden back in 2017. For the photographer, the experience was enthralling. “It is like a religion, and as someone who grew up very religious, I get it,” says Rubinstein who was raised Orthodox Jewish in the Chabad-Lubavitch community of Crown Heights. “These people have something to hold onto.
, which chronicles the groovy looks of Deadheads. It’s a cornucopia of bootleg and DIY looks, fans you and old, extreme patchwork, and a kaleidoscope of thrilling colors. Within its 234 pages, Rubinstein takes readers along his travels to eight cities across the U.S. and Mexico on the Dead and Co. tour led by Grateful Dead OG Bob Weir. There are countless fashion moments captured in the crowd.
Rubinstein’s trip-tastic awakening aligns with a mood we’ve also been seeing in the world of fashion. Over the past few seasons, there’s been an uptick of tie-dye on the runway at brands such as Louis Vuitton and Dries Van Noten. Cult DIY labels like Online Ceramics, have been on the rise as well. The popularity of the merch touches the celebrity universe, too: The saint-of-fits, Jonah Hill, makes a cameo in the book with bleached hair dressed in a suit jacket and an orange tie-dyed shirt.
As with all of his subjects, Rubinstein approaches everyone with a considered sense of curiosity, meticulously retelling the stories behind the clothing and accessories. In one instance, he photographs a man with huge jeans that are made entirely from collected Deadhead patches, while another wears a tie-dye shirt with holes that he’s had since the ’80s. “If I stop a guy, I’m like, ‘Oh, that shirt is so cool. It is like a Calvin and Hobbes comic, but it is like a Dead thing.
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