APOTHEKE X SHE HIT PAUSE

Author Carli Lampley / Published: Aug-30-2021

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Here at Apotheke, we look for inspiration all around us. Whether it comes from art, travel, food, or culture, our door's always open to new ideas. This year, we found ourselves longing for a summer we might not get to have. As we dreamt of lazy days by the beach, we started gazing hopefully at the works of our favorite New York photographer, Matt Schwartz.

His photos are like looking back at a warm, dreamy memory we wish we had, and his unique look at surf culture, world travel, and music had our minds racing. Our spectacular collab lead us to three new scents bursting with ocean cedar, milky coconut, and white amber. If we have to stay inside all summer, then we're taking the beach with us!

After all our hard work was said and done, we asked Matt some Qs so we could share a little bit about the man behind the photos and communicate what this collection means to us.

AN INTERVIEW WITH PHOTOGRAPHER MATT SCHWARTZ OF SHE HIT

Why did you pick Apotheke to work with? What drew you to create a custom candle?  

"I have been a fan of their candles for years and even lit a few shoots with them.
I’m obsessed with scents and always thought it would be cool to attach my images to scents. Candles are symbolic to me for calmness, beauty and unplugging from the world.

The scent we created for “Candy Store” candle came about naturally, as we were brainstorming fragrances and I had my favorite smelling surf wax on my desk.
That smell equals warm weather and smiles."

AN INTERVIEW WITH PHOTOGRAPHER MATT SCHWARTZ OF SHE HIT

What is something most people don't know about you?

"I was on tour and trying to get on a record label when my work starting to take off.
Being that I had no attachment to art and photography is the reason it worked.
The last few years I have been writing 1-2 books a month of lyrics/poetry.
I plan to release something this year that connects my words to my images."

How has your business changed since quarantine began?

"I finished a huge 6 month project a few days before quarantine went into effect.
I have used this time to slow down and get back to the roots of why I became a photographer. Typically I go from shoot to shoot without digesting all of the images. I finally have time to go through images from the past year and look at them in a new light. I am keeping myself sane and traveling through my past work."

AN INTERVIEW WITH PHOTOGRAPHER MATT SCHWARTZ OF SHE HIT

Who's your favorite designer?

"I don’t have a favorite designer in particular. It is more about location. I have stayed in a lot of treehouse in Costa Rica and Nicaragua the past few years. I like simplicity and a clean design. This comes to clothes as well."

How does music inspire you and what are you listening to lately?

"Music is my main inspiration in my life.
I never compare my artwork to other artists. I want my work to be as honest and beautiful as my favorite songs. Music takes all of my shoots to the next level

I’m listening to as much upbeat/chill music as possible during this time.

- Phoria
- Tycho
- Poolside
- Four Tet
- Emancipator
- Bonobo "

Check Out Matt's Playlist
 
AN INTERVIEW WITH PHOTOGRAPHER MATT SCHWARTZ OF SHE HIT

Now for the fun stuff...

What's your guilty pleasure?

"I like to speak to my friends with little raps or rhymes. Sometimes it can take over my personality for the entire day."

What do you absolutely never do?

"Follow trends. I would never be able to do something artistically if it was not in my heart."

What was the last thing you googled?

"I’ve been checking countries that are allowing outsiders to enter."

When everything's back to normal, what trip are you taking?

"I think I will go to Puerto Rico or Hawaii. Then shortly after I plan on doing a 2 month trip to Costa Rica."

AN INTERVIEW WITH PHOTOGRAPHER MATT SCHWARTZ OF SHE HIT

As always, it was a pleasure chatting with Matt. We're so thrilled to be presenting his artwork on our newest line of beachy, summer inspired fragrance, and if you're as into it as we are, you can always find more info on his website, or follow him @SheHitPause.

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