There are two ways of looking at it, and two distinct properties which exist among those brands...

The first is a positive - the internet has made it possible for brands without huge resources to break into the marketplace and get as much attention as those with more money and/or connections. It has allowed them to first break into the scene through media attention, then its enabled them to survive and even thrive through online sales, and also there is worldwide coverage of the market - opening the market into a much larger cluster...continued

The second train of thought, is that it has leveled the playing field in an unfair way. Brands that in reality aren't made as well, aren't designed as well, don't really deserve to be doing as well as they are. Due to the ability for them to be placed next to, peered alongside brands that do deserve the recognition, without having earned it themselves.

2. Do you feel that the marketplace is capable of sustaining this influx of new brands when taken into consideration that the recent rapid growth of streetwear may very well be just another trend?

I don't think it can maintain the level at which we currently see. I feel it will filter down into another sort of culture...the niche subculture we all were initially influenced by no longer exists. Its already mainstream in a way... it has to be, its the only way it has gotten to where it is. Many of the people originally influenced by the likes of Supreme or GDEH wouldn't wear or be interested in 90% of the new labels around today, and yet we still consider them a part of the same subculture? To me there are 2 sides of streetwear- the industry side which all these brands are a part of and the culture side, which is split into groups...or eras. I think it will come full circle, and those who jumped on the bandwagon will get off soon enough. The rest will be pretty happy to see this era moving away.

3. What do you believe SlamXHype's role is within this changing market?

I actually see it as a pretty large role.. but not just slamxhype, the whole internet media. The speed of sites like slam have played a part in the speed in which its changed...everything is faster...whether that's a good
thing or not...I'm not sure. And at times I'm not happy about the influence of slamxhype. But we're making solid changes to ensure we lead the right way. You'll see this soon enough.

4. Where do you see SlamXHype in the blog hierarchy? How would you want SlamXHype to be perceived?

The Blog hierarchy is an interesting way of looking at it. I would say 90% of people see HB, HS and SLAM as the top 3 as far as popularity, only very few see the differences between them.. but personally I think they are all very different. We're making a big level of change over the next while and think we will break away. Some people won't like this, sure, but its important for this to happen.

I originally started slamxhype as a way to bring about a more regular updated site to the existing likes of RTHQ or BGHD. As an idea this is great, but I admit it has lost its way at times, in the drive to compete. We're pulling it back. And as simple as this...if its good its on slamx...if its not...we're not going to post it for traffic or competitive spirit.

5. Do you believe that a brand can effectively manufacture a notion of street cred based on marketing strategies alone, whereas in the past cred was something built slowly over time?

YES. I think down to the internet again... brands can easily be considered respected in a much shorter space of time, purely because they can get the message across a lot stronger and faster.. brands like Teamworks for example will have cred from the day they launch this coming fall, purely because everyone is aware of who Neal is and who he is involved with, whether the brand was good or not, it would still be considered cool (don't misread that.. cause it IS good!). Whereas aNYthing, for example, took A-Ron a lot longer...everyone in the LES knew it was cool.. but without the internet it couldn't spread as far.

6. It seems that in late 2006/early 2007 everyone was quick to say 'streetwear is dead' but we've only seen exponential growth. Do you think the initial factors that led to this subculture's growth have continued to play a role in its success as an industry?

I think people still say this...the reason being is the people that say it! To the people that say it, it is dead. The streetwear they were influenced by - that world of Supreme, mid 90's LES, London-based brands like Gimme5, etc. etc. -that culture is gone. Most people who were into that have been so turned off by the current wave of brands that they have created the anti-hype. The initial brands that influenced the subculture are hugely influential. The only shame with that is that many of those influenced aren't aware that's where it came from. They may see all-over prints as a new thing, whereas GDEH were doing it years ago - that's where it came from within this culture.

7. It is a common sentiment among those in the industry that a brand can no longer be a t-shirt brand, and that a brand needs to mature into cut-and-sew pieces. How much do you believe this plays a role in a brand's success? Or do you believe it to just be examples of a brand's marketing strategy?

I think 90% of brands have the ambition to build to cut-and-sew and I agree it's common thought now that you need to. I have to say though, that on many occasions it has done more harm than good. The reason why Supreme or Visvim's cut-and-sew is so good is that they have people working there who know how to produce quality and understand the process. They are also companies run by people who themselves have a huge passion for that side of the industry. Doing a cut-and-sew line to make your brand appeal is not the right reason.

There are plenty of examples of brands that still do tee's and are doing great!

8. How important is limiting distribution to a brand's image? Is it becoming less important?

I actually believe this is the biggest key to success - finding the medium between making money and staying tight. At the same time, I think if you're patient enough, you can have both...if you build your rep so well over time, nothing can damage it later on. Even Alife have opened up their distribution...even Supreme in a smaller way, and they have undoubtedly kept their image.

9. What do you think 2008 holds for this subculture?

More of the same I feel. I'm actually hoping for a change in terms of a move back towards the older days of the genuine subculture. I think this may happen to a small group of people, but on the whole.. I think it will continue to grow - more brands, more digression into cut-and-sew, more internet, more more...

10. What brands do you expect to see big things from?

I think there is a group of brands out there who would be considered much cooler if it wasn't for the bad connotations around the culture today. Rockers, Pegleg, and Phenomenon are all great brands that fit into this category. If you had to find the new genuine subculture within, this is it.

Any last words?

Read Slam X Hype over the next few months.. its not just an aesthetic change you're seeing, but an editorial one.

Comments (2)

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written by m w m, December 02, 2007

Excited for the new shift in content. Viva SlamX!

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written by Kareem, November 24, 2007

badass...he is a pimp

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