Rare sneakers become art in ‘Face Value’ at SCAD FASH
Lockwood says he got his start as an artist writing graffiti in eighth grade, when he also took on his pseudonym: the “freehand” referring to his drawing talent and the “profit” to his early determination “to live off what I draw.” Freehand Profit is also a fan-friendly way for Google fans to find Lockwood on the internet, as searches for “Gary Lockwood” tend to return the actor and star of Stanley Kubrick’s cinematic opus. “2001: A Space Odyssey.”
Lockwood has designed more than 200 masks since 2010, when he first conceptualized the masks as forged from the remains of a post-apocalyptic world divided by tribes identified by the sneaker brand. Depending on his timeline, Lockwood will spend days to years on a sneaker mask and has created original artwork for basketball players like Kevin Durant and Iman Shumper and musicians like Method Man as well as brands like Nike, Adidas, Puma, Reebok and Football. Locker. Although Lockwood has developed a strong fanbase, he also comes up against sneakerheads who oppose his reassignment of coveted valuable shoes. “There are people who will never enjoy seeing what I do, because they enjoy sneakers so much,” he admits.
For Lockwood, the Nike Air Max is a personal favorite. He currently has over 108 in his own collection which he keeps in clear flip-top boxes so he can see them. But he adds that it’s important to wear them as well, which prevents the polyurethane midsoles from crumbling.
As he notes on his website of the intentional contradictions contained in the work, his masks “reflect a balance between the festive aspects of our humanity and our culture with the awareness that we are a world at war, plagued by injustice, oppression and destruction of the environment.”
“Face Value: Sneaker Masks by Freehand Profit”
Until September 11. 10am-5pm Tuesdays, Wednesdays, Fridays, Saturdays; 10am-8pm Thursday; 12 p.m. to 5 p.m. on Sunday. $10; $8 seniors/military; $20 family of three or more; $5 university students with ID and alumni; free for under 14s, students, staff, faculty, and SCAD members. SCAD FASH Museum of Fashion + Film, 1600 Peachtree St. NW, Atlanta. 404-253-3132, scadfash.org.