K-HOLE exists in multiple states at once: it is both a publication and a collective; it is both an artistic practice and a consulting firm; it is both critical and unapologetically earnest. Its five members come from backgrounds as varied as brand strategy, fine art, web development, and fashion, and together they have released a series of fascinating PDF publications modeled upon corporate trend forecasting reports. These documents appropriate the visuals of PowerPoint, stock photography, and advertising and exploit the inherent poetry in the purposefully vague aphorisms of corporate brand-speak. Ultimately, K-HOLE aspires to utilize the language of trend forecasting to discuss sociopolitical topics in depth, exploring the capitalist landscape of advertising and marketing in a critical but un-ironic way.
In the process, the group frequently coins new terms to articulate their ideas, such as “Youth Mode”: a term used to describe the prevalent attitude of youth culture that has been emancipated from any particular generation; the “Brand Anxiety Matrix”: a tool designed to help readers understand their conflicted relationships with the numerous brands that clutter their mental space on a daily basis; and “Normcore”: a term originally used to describe the desire not to differentiate oneself, which has since been mispopularized (by New York magazine) to describe the more specific act of dressing neutrally to avoid standing out. (In 2014, “Normcore” was named a runner-up by Oxford University Press for “Neologism of the Year.”)
Since publishing K-HOLE, the collective has taken on a number of unique projects that reflect the manifold nature of their practice, from a consulting gig with a private equity firm to a collaboration with a fashion label resulting in their own line of deodorant. K-HOLE has been covered by a wide range of publications, including the New York Times, Fast Company, Wired UK, and Mousse.