Geeking out on the new education system – Lewis James Dixon and Purple-Qie Qin's Cold Archive
- Karma Casto
- May 23, 2024
- 5 min read
Updated: May 24, 2024
Cold Archive is bringing fashion back to the people through shared visual pleasure and collaboration with the likes of Dr. Martens, Rick Owens, and Puma.
“This is not an advert. We want to use this opportunity to talk about the community and the electronica music scene.” That’s what Lewis James Dixon told me before writing for Cold Archive's most recent collaboration with Dr. Martens and Rick Owens, documenting the 9th edition of CEHENNEM - a vital live music platform that celebrates electronica music and supports an array of trans+, queer, and non-binary producers and performers. Prioritising the people over the product, Cold Archive is always digging deeper into the route of the story, highlighting the narratives that were created by everyday people doing everyday things. Among the influencer inferno, he embeds his hope in the emerging young creatives of today and senses a change impending. “A New Era Begins,” Dr. Martens embraces a similar spirit to Dixon, with this title slathered across the webpage for their first 14XX collection and experiment – a new, innovative side of the brand, that breaks conventions and embraces the alternative through a progressive lens.
“Fearless and without boundaries.”
Creating spaces to distort Dr. Martens’ DNA, and explore the unknown future, they believe that Cold Archive is the perfect hub for this, rich with creativity, community, collaboration, and culture. Those are just some of the elements that make up Dixon and Qin's ethos – channelled through Cold Archive - an interdisciplinary multi-platform inspired by rare global youth cultures, serving as a premier destination for creatives to share their passion for photography and subcultures. Its distinct visual language has nurtured an ever-expanding, self-sustaining international community. “Cold,” through unique content and marketing strategies, offers opportunities for collaboration within its community. Cold Archive's “How Imperfection is the New Perfection” editorial is what grabbed the attention of Dr. Martens. The collaboration evolved into several events and projects, including an editorial for Dr. Martens 14XX Beta Pack, and an event with Slam Jam. As of recently, this partnership extended to-supporting the CEHENNEM community, recognising the authentic electronic music scene as a hotbed for innovation and reinvention, attracting a generation of creatives, and promoting self-discovery.
Lewis James Dixon navigates the intricate matrix of the industry through what he calls “The Cold Archive Strategy.” This approach involves in-depth research, scouring the internet, books, and magazines to create unexplored narratives based on people’s interests. Emphasising the importance of visual concepts and ideas over influencers, he challenges creatives to think independently about selling their work. According to Dixon, the influencer-centric marketing standard is shifting, making room for emerging young creatives who, like himself, explore unique marketing and visual storytelling approaches. Cold Archive's Managing Director, Purple-Qie Qin comments on what she thinks sets Dixon apart, “Unlike many creative directors who dwell in their creative bubbles, he recognises that the essence of our work, especially in branded projects, is to authentically engage with the audience.” Cold Archive positions itself as a rare alternative media platform, diverging from mainstream pop culture. Cold Archive's commitment to spotlighting content outside the box has attracted an audience that Dixon describes as "Fearless and without boundaries." The platform is a testament to the evolving landscape where individuality takes precedence over conforming to predetermined norms.
The curator’s trajectory, from a farming background in Leeds to a creative director, deviates from the traditional narrative, and is marked by a profound disconnection with the conventional education system, “I didn’t learn how to learn,” he notes. Disillusioned with its monotony, Dixon found solace in the rebel spirit of the “geeks,” a term he affectionately uses to describe those unafraid to embrace their atypical interests, where knowledge became the new cool. Taking a year out allowed him the freedom to rediscover himself, engaging in activities “off track” from his upbringing. His transition from a “chav” phase to embracing what he enjoyed without care, marked a significant shift, leading to a continuous journey of self-discovery. Driven by a desire to break free from the conformity of popular “hypebeast” fashion, Dixon founded “Converting Culture,” a group focused on creativity rather than hype. His journey as a curator involved persistent dedication, uploading content on Instagram, and obsessing over fashion inspired by street culture, films, past eras, and rare subcultures. Cold Archive emerged from a setback, and Dixon, undeterred, and egged on by Travis Scott’s mixtapes, pursued his passion wholeheartedly and independently, leaving behind a 9-5 banking job to invest solely in his creative ambitions.
Lewis James Dixon’s influences range from Larry Clark's film "Kids", and Harmony Korine's "Gummo” to the composition and cinematography of some of the greatest - Gaspar Noe, and Wong Kar-wai. These diverse inspirations highlight his appreciation for creativity without budget constraints, emphasising the authenticity of raw, unfiltered expression. As a versatile creative, Dixon seamlessly works from various spaces, embodying a fluid approach that transcends designated workspaces. His role as a curator is not confined to a specific location; it shapes how he perceives the world, whether during a run, playing video games, or attempting to unwind. Dixon’s work is a way of life, driven by, in his own words “an obsessive, OCD-type mindset,” that cherishes the creative process defining him.
"His work resonates with the global creative community.”
The short-term relocation to Shenzhen, China, signifies more than just a change in geography. It's a conscious effort to expand Cold Archive's footprint. Lewis James Dixon, and Purple-Qie Qin, are keen on immersing Cold Archive into the vibrant creative scenes of China. The pair draw observations upon their success so far, “Every client we’ve worked for wants to work with us again,” and their recent collaboration with Puma is another one to add to that list, capturing authentic youth scenes for their Mostro Tokyo launch. In a moment of reflection, Dixon contemplates the potential return of past merchandise like 'The Velocity' or 'The Northern Glass Frog' t-shirts. While these served as a lifeline during challenging times, Dixon and Qin remain rooted in the present, channelling their energy into building Cold Archive's creative community. Dixon's vision extends beyond the immediate horizon. Ideas for technological products and cameras linger, hinting at future ventures. However, the duo remains steadfast in his commitment to cultivating Cold Archive as a thriving hub for creatives, emphasising the organic growth of a community that transcends boundaries.
Referencing his creative vision, Purple-Qie Qin adds, “Due to his distinctive approach to storytelling, his work resonates with the global creative community, showcasing his unique ability to build connections through visuals.” His journey is a testament to the transformative power of embracing one's authenticity. Dixon stands as a beacon for those who dare to be different, urging creatives to break free from the shackles of conformity and celebrate the limitless possibilities of self-expression
