When we talk about emerging brands, in a constantly evolving and almost saturated market like the streetwear one, we always do it with a certain amount of skepticism.
For each brand that borns, there are already two that fight to make the difference.
But this is not the case with
With his three past collections, Elusive Beauty, Lost in the World and Altered Existence, he started a work that, as he told us, focuses not only on the product but on the desire to convey the entire culture, vision and philosophy that lies behind his collections.
To find out more about Stephen and his brand, all you have to do is read our interview and take a look at his collections below.
Tell us about yourself, your background and everything you’ve done before you decide to start your own brand.
I graduated as a surveyor then I joined the university and I changed totally: I did nursing and then I entered the Faculty of Medicine. Then I had an existential collapse and I quit.
At that time I was 20 and I started to make my own trips to understand what I wanted to do and I started to work as a product designer. Having done technical studies, I was pretty good at drawing on the computer and I was mainly involved in 3D prototypes. The 3D market was a super emerging area, the situation was quite dynamic only that, even there, after a year I got bored because not having the opportunity to use my creativity was like being tied to a chair.
Being always a great fan of clothes as a joke my mom told me to let our family seamstress make some shirts. I follow her advice and so I started making these unique pieces.
I was just back in Mantua and with my friends, I was organizing electronic music events and a guy came into our group who at that time opened a shop in the city center and had almost all avant-garde brands. Fatality, during an evening he liked one of my shirts, he asked me who it was, I told him it was mine and from that moment he started to take my shirts and sell them.
So for no
The world of streetwear is constantly evolving and the market is becoming more and more competitive, what do you think are the elements that can determine the success of a collection or, more generally, of a brand?
It’s hard to say. For what history is all about, I think it’s essential for a brand to try to convey a certain kind of culture, philosophy or a certain kind of vision that makes sense and differs from others.
I think that to be successful it is essential that people can perceive everything that is outside the brand that is not the product.
So all its contours, there must be a foundation at the cultural level, a common vision.
Yes, then it is more complicated because now if you do a good job of marketing or product placement however the brand is known, but it is something that distorts all that is the world of streetwear.
In my opinion, in order for a brand to thrive over time, it is essential that there is a direct relationship between the people who work in the brand and what they transmit and do on a cultural level. What I want and hope to do with my brand is to do something innovative, and being innovative does not always mean doing new things. To be real because, in the end, the person who buys you doesn’t just buy because they like your garment, but also because of the philosophy and what the brand conveys.
Which are your main sources of inspiration and how does your creative process work?
My first source is definitely the music I am the one who wakes
Then the story, I read a lot of books that tell stories of artists, designers, stylists, etc.. stories of products, stories of how the products have entered our daily lives. Electronic music, paintings, more or less this.
What happens when you start creating a collection?
It’s like I’m feeling things in my skin, in my stomach and trying to give them the widest possible sense.
I always start by wondering about something, the question turns my head all day and I start looking for answers, it’s my starting point.
The idea of Lost in the World, which is also Kanye West’s song, was born at a time when I was doing a lot of graffiti on the street, I had started to study the history of graffiti a little bit, of the crews that interested me more like the Berlin 1up and the biggest like Banksy, Bansky not really (laughs). The best known of our era and then being one who has a lot of existential dilemmas I said to myself “well, in my opinion, the idea of hooding at night and going to write on the walls, means that you have to feel right alone in the world. From this thought came this collection. At that time there I always listened to the album Oxymoron (Schoolboy Q) and on the cover there’s him all blindfolded, at first he was famous because he was dressed old school, then I went to see what were the five items most used in the ’80s, when the movement started, and I came up with the idea of giving
Is there an iconic character, from the past or the present, that you would like to see wearing your clothes?
I don’t know, so on the
And a character that maybe reflects your style and that is perfect for your creations?
Maybe Moodymann, because even as a personality I feel that he’s quite akin to mine, that he’s done a super interesting cultural work, he’s in the first line of those who launched electronic music in the mainstream world, that he’s always been on the edge of the media scene, he almost always plays with his face covered and he’s one who
Well, making great things with the brand.
Then I’m a graphic designer, I do graffiti, tags and I’m in love with the letters I really like the art of the word in every sense, so my idea would be to make an exhibition of my graphics on a large scale, let’s see if I can do it, it certainly won’t be this year. This is my strongest parallel project at the moment. Starting to do something with the company I’m working with, Wonderglass, with which I measure myself with the best product designers in the world so I think it will take some time.