American Apothecary Interview

Check out the recent interview we shot with American Apothecary's Co-Founders Jeremy Sziklay and Matthew Kronenberg, and lead designer Anastasia Fokina!

From American Apothecary's website:

"American Apothecary is an avant-garde T-shirt company showcasing remedies that are no longer available because they are now illegal or exceptionally dangerous. Cocaine, heroin and cigarettes were not always feared and controlled substances. In the early 1900's cocaine was widely used in cough drops for children, heroin was used as a painkiller and cigarettes were offered to asthmatics for instant relief. By placing vintage medicine labels on the finest cotton shirts, American Apothecary is commenting on how our perceptions of these taboo substances have changed drastically over the last 100 years. 

Aiming our attention at these questionable cures are two former assistant district attorneys, who, after finishing their law degrees, opted to create this fashion line to challenge current public opinion. With these daring designs, they hope to expand the public's knowledge of our dubious pharmacological past and encourage people to consider what the future opinion of today's widely prescribed drugs will be."

Camera settings:

We shot this on two Canon 5D MKII's.  The interview portion was shot on a Canon 50mm F1.2 and a Canon 24-105mm F4, both L-series.  B-roll was shot on a Canon 100mm F2.8 Macro and the F4 zoom.  No artificial lights were used and we shot on 1600 ISO, kept the aperture around F8 the shutter at 1/60.  We used a standard picture style and graded the colors in post.  The sound was recorded on a Zoom recorder with a Sony wireless lav and a Rhode NTG-2 mounted on a boom pole.