English version

1. Rough & Raw
the search for the primal needs
Ruig & Rauw | Gespot

2. “The rougher, the better”seems to be
the motto. Only the fittest will survive.
There is only one goal: survival.
Back to the caveman, and the
rudimentary, primitive needs. People no
longer need to own or buy; they prefer
to share and borrow. By now we have
become aware of the consumer society
in which we live and are desperately
searching to gain a better grip on life.
Gaining control and learning how to
survive; becoming resilient.
Survival of the fittest
Ruig & Rauw | Gespot

3. Back to nature
You see this in eating habits, too.
The paleo diet is one example, which
prescribes following our ancestors’
example. Veganism and vegetarianism,
too, are growing trends. This is not
about omitting or not eating certain
foods; instead, it is a convincing lifestyle.
Purposely choosing something and
standing behind it. The “nose-to-
tail”or whole animal concept reflects
this: instead of butchering an animal
only for the prime cut of meat, the
assumption is that everything is edible
and there is no such thing as offal.
This trend, too, reflects environmental
awareness. (People are aware of what is
around them and what they consume).
Consciously eating and buying
locally. Being concerned about your
surroundings. In urban areas, initiatives
are being taken to start neighbourhood
gardens for residents to grow their own
vegetables and herbs.
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4. Je bent wat je eet
Economic uncertainty has fuelled this
trend. Employees with steady but
superficial office jobs are longing to use
their hands and do things that actually
matter. Consequently, you see bankers or
architects heading to a farm or a bakery.
In other words, the choice is for reality
and freedom over a life of luxury. We are
no longer afraid to get our hands dirty.
We want to feel it. Weeding the soil by
hand where our vegetables will grow
later. The process of experiencing nature
and knowing where things come from.
Back to the essence (of existence).
A rough and primitive world.
Ruig & Rauw | GespotRuig & Rauw | Gespot

5. We see this tolerance for imperfection
with food, too. Tonnes of misshapen
food are thrown out every single day, all
because the items are rejected and fail
to meet our perception of ideals.
Numerous initiatives are emerging to
promote fruit and vegetables that do
not fit the “beauty standard.”
Ugly food
Ruig & Rauw | GespotRuig & Rauw | Gespot

6. The first unequivocal signs of this trend
are becoming evident. We can expect
much more in the year ahead. We no
longer want to be inundated with talk
of crisis, climate change, increasing
unemployment and lack of pension
funds.
We want to matter again; to be back in
control.
Has this piqued your interest?
If so, please contact us.
dBOD +31 (0)20 521 65 00
or +31 (0)20 521 56 17.
Zelf richting bepalen
Ruig & Rauw | GespotRuig & Rauw | Gespot

7. Ruig & Rauw | GespotRuig & Rauw | Gespot

8. COVER
Photography by Kalle Gustafsson for DVMAN International Magazine, via hypebeast
http://hypebeast.com/2009/5/dvman-international-magazine-the-young-men-and-the-sea?_
locale=en
PAGE02
Fishing basket
http://fishingdryflies.com/index.php/2013/03/09/tools-for-fly-tying/
Fishing
http://rosefisher.blogspot.nl/2013/02/f-o-r-t-h-e-b-o-y-s-i-i-i-i-i.html
Brush
http://www.mrlents.com
PAGE03
Growing food
http://blogs.uoregon.edu/figconnections/page/2/
PAGE04
Varkenshoofd
https://www.facebook.com/speijkervet?rf=344752912263974
PAGE 05
Culinary Misfits
http://culinarymisfits.de/2013/02/mohrchen-vielfalt/
PAGE07
wooden crate
http://davidjperkins.org.uk/
bike
http://pinterest.com/pin/132152570288184810/
Concrete interior
http://sensitivetobeauty.wordpress.com/tag/concrete-architecture/
The photos we used in this presentation were found online.
We would like to thank the following photographers for
their permission to use their photo.