Axel Hoedt’s new book NOKI is the result of a 10 year long photographic collaboration with JJ Hudson aka Noki—an exploration of masks as representations of otherness, refusal, belonging and isolation. Noki a subversive artist, famously anonymous, recognisable only for the masks he is wearing. He disrupts the very nature of branding with his textile collages and one-off fashion pieces. In particular that of mega sportswear labels, and high profile corporations; presenting an assault on the homogeneity of mass-produced garments.