A subculture that began in working class London in the early part of the 1960s, the Mods took the hippy movement, looked it straight in the eye and sighed with utter disappointment. The Mods were a highly stylized bunch being the dedicated followers of fashion that they were, with their short-cropped hair, drainpipe trousers and riding about on their Italian scooters. (Oh, the girls looked similarly stylish). And why are we droning on about this? Well for one, the Mods have such a fabulous presence and a resurgence is due any minute now, but also, the Mod is the muse behind this year’s DigiFest. “Today, Mod – short for modification – involves the rejection of digital and material conformity and is a unique form of self-expression in an era defined by replication and regulation. Because of the potential for individualistic expression, Mods have the potential to outshine and outperform the original, manufactured products.”
DigiFest encourages excellence in interactive digital media design & technology. Check out local and international designers and artists work, encompassing digital products, innovations and ideas. Going on this week from May 10th through the 14th. Go here for more info: digifest 2006:mods. And check out Quadrophenia while you’re at it. So amusing.