Todd Pendu is a NYC-based Fashion Photographer. He runs PenduNYC.com, a platform for his creative projects and photographic works.
The Erotic, the Mysterious, the Romantic… these are the foundational elements of PenduNYC.com. The name 'Le Pendu' stylized as 'PENDV' itself comes from the French from the Tarot card known in English as 'The Hanged-Man'. The 'Cross and Triangle' logo for PENDV is derived from the ancient alchemy symbol of Sulphur which when inverted is interpreted as the achievement of the 'Magnum Opus'. PENDV has always been a concept, an idea, but an idea that has been capable of being manifested via a variety of approaches while staying true to its original premise and intention - spreading the message, "invert your world to reinvent it".
Erotic themes have been a part of PENDV's DNA since its inception; one can find it in the writings, flyers, artworks, etc. Philosophically speaking, sexual energy is the source of all creation and destruction, so it plays a large part in all of Todd Pendu's work; sometimes quite literally; sometimes conceptually.
Todd Pendu moved to NYC in 2003 and started PENDV in 2005 as an online art gallery that also promoted underground music, image and design. In 2006, Pendu began releasing albums under the moniker 'PENDV SOUND Recordings' and in 2008 began producing art events, an annual music festival, and promoting dance parties. Over time, Todd Pendu was able to create a substantial stir in Brooklyn with his projects which garnered praise from revered outlets including the Village Voice and The New York Times. His aesthetic sense was recognized concurrently while he was working solely in music by notable fashion and art photographers who photographed him including Andres Serrano for a book of nudes, David Sims for Love Magazine, and Michael Halsband (known for his iconic images of Jean-Michel Basquiat and Klaus Nomi).
From 2008 - 2012, Todd Pendu was simultaneously running the record label PENDV SOUND Recordings, hosting art shows in his own PENDV GALLERY, DJing, and throwing forward-thinking dance parties and live music events. He worked quite literally in the darkness of disparate Brooklyn basements and bars and illegal venues filled with cigarette smoke and fog and the emanating sounds of a cacophony of synthesizers, drum machines, guitars, and feedback. His shows were based on the concept that he could set up Temporary Autonomous Zones wherever he went - creating each show to be part ''art installations'' / part ''live music events'' incorporating sounds and visuals high on atmospherics and immersive environments using various effects, strobes and special lighting, and always a notoriously copious amount of fog. He also DJ'd most of his own parties and was regularly invited to special guest DJ around the world from Milan to LA to SXSW to NYC. Todd Pendu brought together eclectic groups of people from different backgrounds… punk, noise, dance, art crowds, downtowners, fashionistas, and so on. From the beginning he was taking cues and inspiration from the "Factories" of Tony Wilson and Andy Warhol. Whether organizing parties or curating music festivals or releasing records or designing imagery; they were all individual parts toward creating a total aesthetic, a fully realized environment; it was about styling everything.
PENDV created and curated the NY Eye & Ear Festival & Record Fair in 2008 which ran for 3 consecutive years featuring over 100 NYC-based bands as well as over 50 NYC-based record labels. In January 2010, he began a new series dubbing it "PENDV DISCO". The party was an instant success from its inaugural show and brought out the likes of Michael Stipe of REM and reknowned artist Terence Koh. During its two-year run, the party hosted over 50 events featuring performances from SALEM, Le1f, and Light Asylum as well as the legendary Black Devil Disco Club (France). Being experimental in nature, these shows were not always packed to the walls, although they certainly sometimes were, but they always enjoyed a quality of mystique and intimacy which gave the audience the feeling of being privy to something truly special. It was always the quality of the experience that mattered most. During this time, PENDV SOUND put out ex-porn-star Sasha Grey's musical project ATelecine and the first two critically-aclaimed albums of Chelsea Wolfe along with the first EP of Liza Thorn's band Starred, the first full-length from L.A. duo Von Haze, and digital singles from Azar Swan and Tempers before closing the label in 2013.
In was in 2011, the doors to opportunities in the fashion industry were opened after he produced a photoshoot for Chelsea Wolfe (who was then on his record label PENDV SOUND) under his creative direction showcasing her in pieces by avant-garde designer Iris van Herpen which landed premiers on the websites of i-D Magazine and Interview Magazine. This led to working on more photoshoots, first connecting musicians to stylists and photographers then to working with models. In 2012, he began collaborating with fashion designer Zana Bayne on a capsule collection of leather accessories based on the PENDV logo.
In June of 2013, Todd Pendu launched the all new PenduNYC.com paving the way to write the next chapters of this story and heralding his first series of photographic works featuring sexually-charged editorials and portraits. In September 2013, the PENDV x Zana Bayne SS14 Capsule Collection was unveiled in a presentation hosted by Opening Ceremony during New York Fashion Week featuring models as well as voguers from the legendary House of Ninja.
The story is far from over…
View the "PENDV PRESENTS" archive (2008-2012) featuring event photos and more. CLICK HERE
View the PENDV SOUND Recordings archive. CLICK HERE