Beatism and the Ideals Behind the Brand

I am often surprised how many people ask me what the name of my brand means. I've been asked to describe what a beatnik is, what belated means, and how in the world I came up with the title. The first question I can answer easily, the word "belated" simply means something happening to late for it's time. Think of it in terms of a friend wishing you a "belated birthday" a few days after your birthdate. The phrase "belated beatnik" refers to a beatnik born to late to be a part of the beat movement. So what is a beatnik, what was the beat movement, and why is it important to the brands identity?

The Beatniks originated in the late 1940's/early 1950's as a literary movement known as the "Beats" or "The Beat Generation." These Beats were later deemed "Beatniks" (a combination of the words beat and sputnik.) by the press as a derogatory term to suggest they were unamerican and relate them to the communist movement. Though the Beats initially rejected the title, their followers and fans of literary and bohemian lifestyles adapted the term as their own.

The Beats were known for promoting a minimalistic lifestyle, prioritizing experience over ownership. They captured their audience's attention and imagination with poetry, novels and art bursting with raw emotion. They created not to impress with skill or imagery, but to convey feelings beyond words. Writers such as Jack Kerouac, Allen Ginsberg, Gregory Corso and Diane di Prima redefined American literature with their poetic and often controversial works.

Although they faced frequent backlash and criticism from the general public, the movement spread across the United States as Beats continued to meet in late night coffee shops to share art and poetry. By the 1960's the movement began to shift from it's literary focus to a more overtly political and youth centered standing. Soon giving way to the youth quake and hippie movements of the later 1960's.

As a brand, I've chosen to embrace the simplicity of creating for the sake of release. I want to use my platform not to gain wealth, but to share the feelings I have through my creative process. Much like the Beats, I want to prioritize experience and quality over the quantity of goods. Though it may not seem like I'm promoting minimalism through the brightly colored garments that flash across my website, I strive to promote sustainability and in doing so I encourage a minimal amount of waste, a minimum of unnecessary and thoughtless shopping, and a minimum of fabric used. I don't hold the power to change the way the world thinks, but I do have an outreach that I wish to use to speak out for the change I want to see in the world.

The Beat movement is dear to me as the beginning of change, the underground that sparked the energy carried through the 1960's. I want to honor the lasting impact of the writers and artist of the time, by continuing to create for connection. Thank you, for joining me on this journey.

-Coco Elouise Marie