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Creative Rebels in Food

Jan 5, 2021

Our ‘Creative Rebels’ series features some of those we turn to for inspiration. People that push the boundaries of culture through their practice. In the hope they might be fuel for you too.

First up we take a look at those who are challenging the status quo of one of the biggest industries in the world. Food. 

Heston Blumenthal

‘You need the freedom to fail’


There is nothing ordinary about Heston Blumental.

With him nothing is ever quite as it seems. The ingredients of a Waldorf salad turn into an ice cream; a golden pocket watch vanishes in hot water to create a soup; a virtually weightless beetroot and horseradish macaroon disappears on the tongue. There is a wondrous unpredictability to his menus.  

Truly the pioneer of multi-sensory cooking, he combines culinary know-how with a childlike sense of wonder. He never stops innovating in a process he calls ‘restless development’. He continues to challenge the status quo in cooking, and has collaborated with experts from a wide variety of fields such as scientists, behaviourists and musicians, to develop some of the restaurant world’s most famous dishes.

He is the creative driving force behind The Fat Duck, the first and only British restaurant to be ranked No.1 in The World’s 50 Best Restaurants (2005).



Niklas Eksdet

‘Technology's picked up so quickly and we have forgotten about heritage and handcraft.’


Swedish chef Niklas Eksdet likes to do things old school. At his restaurant, Eksedt, they cook everything on fire. No gas. No electricity. No gadgets. And they’ve held a Michelin star since 2013!

Combining creativity with tradition, he produces stunning dishes focused on culinary storytelling, with wood as his only heat source. This unique approach is single-handedly creating a countertrend to the new nordic movement with near-forgotten techniques. His work is a true ode to the ways in past and present can fuse together beautifully.



Ivan Orkin

“I chose to work with ramen because I can do whatever the f*** I want. Ramen is the maverick cuisine of Japan.


The (self-described) Jewish kid from Long Island that overturned Japan’s gastronomic religion. The American that taught Tokyo to make Ramen. Sound like a big claim? It may well be but he has the backing to prove it’s validity. Pre-eminent ramen critic, Ohsaki-san, told Orkin in 2013 “When I ate your ramen... I saw that ramen’s history had changed.” That’s no mean feat.

Since then, Orkin’s opened two New York City outposts and as was the case in Tokyo, seats are always full and tables are in hot demand.


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Here's to the interesting ones! 

We make jeans for some of the most creative people in the world. That’s not by accident. That’s because we believe in the power of ideas. When you do interesting things, interesting things happen. We’re an ideas company that happens to make jeans.

But ideas need ideas. Ideas feed on ideas.

Our Creative Rebels series features some of those we turn to for inspiration, in the hope their ideas may be fuel for your 'interesting' too. 

Click to explore the other posts in this series:

Food     Art     Music     Fashion     Film     Photography     Writing 


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