Diddo Velema

Dutch artist & designer

...by diddo
Wetsuits are both functional and protective, but why must they all look the same? Is there some unwritten law that dictates we shed our individuality to blend into the monotone waters? Not to challenge Mother Nature’s art direction but it’s high time for a change. With that in mind, I took up the challenge to create an alternative. With custom inks and unique printing techniques, I was able to map textures onto the suits to create original designs that evoke the mysteries of the seas.

The first edition contains four original designs: a rusted iron diving suit evoking the days of Jules Verne, the anatomic musculature suit as a homage to our inner strength, a wet suit which gives the illusion that the wearer has been attacked by a group of hungry sharks and finally a whale shark patterned suit that celebrates the brilliance and originality of our natural water world.

You don’t need to sacrifice fashion for safety. Fortunately for you artist Diddo Velema has catered to your psychotic needs with these designer gas masks unveiled in Bucharest at Luxury Show 2008. [cubeme.com]

We are in a state of perpetual war – with ourselves and with the eco-system that sustains us. Perpetual war breeds perpetual fear. In the present context, this fear stems from our extreme desire for authenticity and manifests itself in our collectively insatiable culture of consumption.

Deep down, we are afraid we may never be satisfied. An expanding archive of branded myths and icons feeds this fear. Designer Gas Masks is an attempt to visualize this state of mind. Because it is only by first acknowledging and then challenging fear that we will all be able to breathe a little easier. [bydiddo.com]

Diddo has worked for over 12 years as a designer and art director for a diverse range of design and advertising clients. From creative hot shop LABORATORIVM to the independent advertising agency, Modernista!. He has taught at the School of Arts in Utrecht, The Netherlands and contributed to various international projects such as Frank Gehry’s Sentosa and UNESCO’s ICAT project in Costa Rica.

Often called a next generation creative, having skills in concept creation, art direction, visualization, photography and design, he feels it’s not about isolating people’s skills. It’s about making the best use of your combined skills and experiences. He doesn’t believe in traditional approaches and tries to blur boundaries between art, design, architecture, fashion, photography, product design, etc. as often as he can. It’s really about being open and dynamic, exploring, seeing and taking advantage of new opportunities.

Currently, by setting up his own studio, ‘… by diddo’ in Amsterdam, he’s creating a platform for developing branding and art ideas for both freelance and personal projects. It’s something he’s wanted to do for many years, and in doing so, he hopes to create opportunities for collaborating with a diverse group of inspiring people all over the world. [bydiddo.com]