the concept and my influences
I want to build a brand which appeals to the misfits and nonconformists of our society. The rebels and the renegades, the people who cover themselves with tattoos and piercings which older generations and mainstream society may look down upon. I want to give this sub-culture a voice. This brands aesthetic is heavily influenced by the traditional tattoo culture, from artists such as S ailor Jerry, Don Ed Hardy, Lyle Tuttle and Crazy Eddie. The brands character has very much stemmed from the skateboarding community and the punk rock music scene. This is a brand with an attitude. A brand which doesn't play it safe. It is a combination of my love for traditional tattoos, sub-cultures and fashion. It wont just be clothing, the brand will have its own range of custom artwork like custom skateboard decks, posters, stickers, patches etc. This brand will not appeal to everyone but that doesn't matter. The brand is for people of certain sub-cultures to come together within fas...