- Creative direction
- Still / Moving image
- Visual identities
- Design systems
- Websites
- Code-based art projects
Image
Images for fashion, art and culture, moving between campaigns, editorial and personal work. Art direction, photography and film share an interest in character, casting and composition.
Design
Visual identities, typography, publications and design systems. The work starts with the character of a composition, then considers how it holds across pages, objects and screens.
Code
Websites, software and interactive work. Code is used as a design material, shaping behaviour as closely as appearance. The work ranges from practical tools to environments that can be entered and explored.
Personal work by Jacob Hägg, presented as a walk-through browser exhibition.
Five generations of internet use, arranged as a browser museum. Each body follows a different protocol, from 2400 baud to fibre.
An essay on using code to expand an idea before choosing its final form.
Negative Space
Personal work
Negative Space is Jacob Hägg’s personal work across image, design and code. Familiar objects are placed in less familiar company, moving between images, installations and a browser exhibition. There is no client brief.
| Permanent collection | Holding |
|---|---|
| Recent Archaeology01 | Personal technology · 1998–2012 · portable music players, flip phones and hand-burned CDs |
| Strumpism02 | A study of two socks · one before use, one after |
| The Main Gallery03 | Currently showing — An autobiography with collision detection |
| Brashy Studios04 | The women’s streetwear archive · 2011–2020 |
| The Lounge05 | Espresso, the table, the drink · where people meet and talk |
| Museum of Nous06 | A six-room wing assembled from the public record of Nous Research · an expanding gift, not a commission |
Lineage
Brashy Studios, 2011–2020 · Intelligence Matters, now
Jacob Hägg co-founded Brashy Studios with Axel Hägg in 2011. The women’s streetwear brand brought clothing, graphic design and photography into one practice. Active until 2020, its archive remains part of the work.2
2 Stocked by Colette and I.T; profiled by T Magazine. Brashy Studios Import/Export appears in the catalogue for MoMA’s Items: Is Fashion Modern?, 2017. Catalogue index, p. 256.
Women’s streetwear, 2011–2020. Co-founded by Jacob and Axel Hägg.
Clothing, photography and graphic design formed the earlier practice. Image, design and code carry it forward.
Image, design and code. Led by Jacob Hägg.
selected press (links)
Brashy Studios
Women’s streetwear
2011–2020
Charli XCX in Brashy Studios
Worn / Brashy Studios
Billie Eilish in Brashy Studios
Worn / Brashy Studios
Clairo in Brashy Studios
Worn / Brashy Studios
sofia tesmenitskaya in brashy studios
Worn / Brashy Studios
Press
The art professor’s lens deconstructs the void
A real-time analytical apparatus inside Negative Space. Focusing on any artwork summons curatorial and technical disclosure across four distinct grips.
The Brashy Room: One room refuses the white
Scans, press pages, sample sheets, and lookbook plates from 2011–2020. Nothing was restored; evidence is not supposed to be.
Identity once had hardware
Contact
Commissions and collaborations
Intelligence Matters. Image, design and code. Commissions and collaborations →