STOCKHOLM, Sweden – Oct. 1, 2018 – Urbanears is excited to launch its second installment in its “Listen to yourself” campaign, a new brand initiative for creative minds who listen to their inner voice and make this voice their guide. A stage for those curious souls who squeeze the most color out of life and like to express their unique personalities.
Urbanears has partnered with Arvida Byström to launch its Pink Collection. The renowned Swedish artist, photographer and influencer uses this powerful pink hue in all aspects of her art to juxtapose female empowerment topics and express herself in a manner that draws attention to important topics in a fun and meaningful way.
The Pink Collection features Urbanears’ iconic headphone model, Plattan 2 Bluetooth, and the newly released Jakan Bluetooth earbuds. Now available online at Urbanears.com for $99 and $79, respectively.
Urbanears created a short behind the scenes film to let Arvida show what Listen to Yourself and the Pink Collection means to her.
Listen to yourself by Arvida Byström
Urbanears’ partnership with Arvida Byström allows both the brand and artist to launch products in a traditionally girly, feminine color as a form of powerful self-expression, creating a meaningful and impactful pop cultural moment through design.
“Listen to yourself means taking care of yourself and making sure you listen to your passions and to the things that get you going,” said Arvida Byström. “It’s important to listen to yourself so that you won’t burn yourself out and live a life you don’t believe in.”
Known for breaking rules and questioning female stereotypes, Arvida Byström was a clear example of what it means to “listen to yourself” and question the rules which society instills on young women. She is known for exploiting girly things to destroy the concept of being pretty and is not afraid to speak about taboo topics, such as a women’s menstrual cycle and body hair.
“It frustrated me that being girly, which can mean being giggly, wearing pink or exposing yourself as not knowing everything all the time, is mainly acceptable when it is prescribed to young girls,” stated Arvida Byström. “It frustrates me that female aesthetics are so aggressively sexualized. That being girly and social codes are so heavily naturalized, as if it is biological.”
That is why pink has always been important for Arvida to incorporate into her art. “Pink is a color that stirs up feelings and is strangely seen as a sweet color. It does have a soft side, but it also bites back sometimes.”
The Pink Collection by Arvida Byström
Urbanears is launching two Powder Pink products, Plattan 2 Bluetooth and Jakan, breaking typical female clichés and showing that pink can be a powerful color. Arvida Byström is the creative director, model and photographer for the new Pink Collection.
Urbanears reached out to Arvida and asked how she might visualize a world in pink and the headphones that would go along with it. Given her background as an artist and photographer, her appetite for challenging norms—and the obvious connection to the color pink—Arvida was the ideal person to bring this collection to life and express the Listen to Yourself message.
“Pink is a color that has been really important to my practice. I like how it is read as soft and feminine because that makes it very powerful to play around with, put in other contexts and question its meaning,” said Arvida Byström. “I’ve always been obsessed with the color pink. I’ve emerged my whole practice in it. People either love or they hate it.”
Listen to yourself
With style and minimalism at the core of Urbanears’ identity, the brand’s headphones and speakers are a canvas for self-expression. The Swedish music artist, Tove Lo, was the first to embody this initiative. She is now followed by artist and model, Arvida Byström, in conjunction with the launch of the new Urbanears Pink Collection.
Urbanears has minimalism and functional design rooted in its DNA. This minimalism is what gives the artists their blank canvas to work off. The initiative was created for all the creative minds who, in their everyday life, express themselves through their technology and don’t let the technology define them.
“Urbanears is proud to partner with Arvida to launch its new Pink Collection into the market,” stated Ida Holmen, Global PR Manager. “Arvida epitomizes the meaning of ‘listen to yourself’ and is a powerful voice for female empowerment, using feminism and the color pink to shed light on important societal conversations.”
Urbanears is committed to champion radical creativity at the intersection of music, fashion and technology by collaborating with present and future icons. The colorful urban voices in the street we love to listen to. Those creators of style that are using their inner voice as tools to express their ideas and ideals.
Urbanears is a creative lifestyle brand from Stockholm, Sweden, that’s been revolutionizing the headphone industry since 2009 by turning headphones into a fashion accessory.
We have built our success upon a few simple ingredients; simplistic design, innovative features and lots and lots of color. Today we deliver creative and colorful sound to people in over 60 countries worldwide.
We believe in empowering people to express themselves through fashionable electronics, and are committed to champion radical creativity at the intersection of music, fashion and technology by collaborating with present & future icons to create new and immersive product & brand experiences.
About Arvida Byström
Arvida Bystrom is a 26-year old Stockholm-born photographer and artist, calling LA and London as her occasional homes. Arvida’s art deals with sexuality, body image, gender politics and the intersections between them, using feminism to expand rather than limit those conversations.
Bystrom grew up with a compact digital camera in hand and selfies as an expression of her teenage girl identity. Now a full-grown artist, she uses teenage aesthetics to tackle the difficulties of adult life. She exploits girly things to destroy the concept of being pretty and steps into dangerous territory of taboo topics including period and body hair.
Byström’s oeuvre of selfies, music videos and digital art have helped forge an online culture of body positivity and self-celebration. She currently shoots mainly magazine editorials and various photography projects, models occasionally and artistic projects.
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