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 Sailor 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 fashion and art and feel apart of something.
  • My aim is to prove that fashion doesn't’t have to be ‘mainstream’ or play by certain rules. Fashion should be expressive and individual and should say something about your character.
  • I want people to see my clothing and instantly recognise it as mine.





The brand in more detail:




This brand isn't just going to be a fashion brand, its going to be a design/art studio as well; selling custom prints, posters, skateboard decks etc. It will be an independent design studio and lifestyle apparel brand, combining its love for tattoos, design, sub-cultures and fashion. Like I mentioned I want to build a brand and a feeling which appeals to the outcasts of our regimented society. 

With the potential to turn this brand into something real and have a physical presence on the high street, I could open the doors to people and not just be a shop but be a place where people can come and hang out and listen to music. I want to give people like myself who don't fit the mould, who don't conform, a voice and a home from home. It will be a sub-cultural wave which will ride through society and make a name for itself. 





My influences and inspirations:

DoomsDay Clothing -





P&Co -



Sketchy Tank - 



Traditional tattoo flash sheets -

Sub-cultures (punk rock, skater etc.) - 





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