Gespot - Rough&Raw

Rough & Rawthe search for the primal needs

Ruig & Rauw | Gespot

“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

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.

Ruig & Rauw | GespotRuig & Rauw | Gespot

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.


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


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


COVERPhotography by Kalle Gustafsson for DVMAN International Magazine, via hypebeasthttp://hypebeast.com/2009/5/dvman-international-magazine-the-young-men-and-the-sea?_locale=en

PAGE02Fishing baskethttp://fishingdryflies.com/index.php/2013/03/09/tools-for-fly-tying/

Fishinghttp://rosefisher.blogspot.nl/2013/02/f-o-r-t-h-e-b-o-y-s-i-i-i-i-i.html

Brushhttp://www.mrlents.com

PAGE03Growing foodhttp://blogs.uoregon.edu/figconnections/page/2/

PAGE04Varkenshoofdhttps://www.facebook.com/speijkervet?rf=344752912263974

PAGE 05Culinary Misfitshttp://culinarymisfits.de/2013/02/mohrchen-vielfalt/

PAGE07wooden cratehttp://davidjperkins.org.uk/

bikehttp://pinterest.com/pin/132152570288184810/

Concrete interiorhttp://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.

Gespot - Rough&Raw

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