The Collective Clothing Co. Interview
How did The Collective Clothing Co. come about? What year did it start and how long was it an idea before it was turned into reality?
I started The Collective at Northeastern University in 2008 as a way to work for myself through the co-op program they had there. My previous co-op I had worked at was an e-commerce firm in the city. I really didn’t want to be in an office all day again just sitting around not being challenged, not being creative, and doing work I was uninterested in. So since I was in the entrepreneurial program at NU I put together a plan to work for myself for co-op and it somehow got approved by the school. I have always been involved with snowboarding, skating, fashion and music and I wanted to incorporate that into my business, and that’s when I began to create the basis for the brand.
The Collective feels kind of like an attitude, a way to guide your actions and emotions, as well as a “group” concept. If you don’t mind indulging, what inspired the name “The Collective”, where did the idea come from, what IS it if there is an It?
The brand definitely has an attitude embedded in it. I think most snowboarders, skaters, musicians, etc. have similar thought processes, attitudes and ideals which influence most other aspects of their life. This holds true for me and that naturally presents itself in my designs and the brand in general. As far as the name, it was inspired by that “individuals creating a group” aspect of the lifestyles I grew up around. Meaning, you can snowboard completely solo but it’s way more fun to go out with your friends in a group and shred around. So The Collective is based around individuals coming/working together to make something better, whether that be a shred session or a business.
The beginning collection has a sports theme, team attitude and successful execution leading to victory, glory. From playmakers to winners, were there specific sports you were into initially that progressed to the snow/skate focus you have now?
I’ve always been only connected with snowboarding and skateboarding. I didn’t play any team sports in high school or college but I’ve always been inspired by classic sport motifs and color ways, etc. so I wanted to present that in a line but direct it towards our demographic. On top of that I definitely admire the team aspect of sports like football, baseball, and basketball and I wanted to bring a little bit of that into the solo-orientated lifestyles of snowboarding and skateboarding. On a side note I’m really liking the newer competitions like the TWS Team Shoot Out and the Loon Shop Challenge that are happening now and adding a little team element into the contest circuit, I think that’s sick!
How did you come to settle into the snow/skate scene? Is there a marketing tactic there? Were riders a part of creating the company, or did the scene have a natural attraction to the lifestyle you wanted to project?
Like I mentioned above I’ve been involved with these scenes my whole life so it was natural and not a marketing tactic, it’s basically all I know. Riders were definitely a big part of starting the company. I think they’re super important to the brand as well as the lifestyle and industry because they drive the trends, progression and personality of it all.
What’s the music scene you’re promoting all about? Where do the artists perform? Anything new to be looking for?
The musicians we promote/represent are all artists that I think are dope and fit the brand’s image. They don’t have to be any certain genre of music as long as their style/attitude fits the brand. I know Pause is currently working on a new project and has been doing shows here and there in the Boston area. I promote the music I make as well as “Lytes” (although I don’t like to cross promote too heavily, as the music and brand are separate things) and I’m currently finishing up my second mixtape which should drop soon.
Are the team Riders a part of the company on the business end at all? Regardless, there must be some sort of shared passion about the company, plenty of good stories I’m sure. Any events coming up for your team? Are you looking to add more riders to the roster?
The team riders aren’t specifically involved with the business end for the most part but their input and styles influence many of my decisions. There’s definitely a shared passion for the company because they know they are the faces of the brand and the better we do as company the better I can do for the riders. Also, most of the riders have been with us from the beginning so I think they have a sense of ownership in the brand, which is dope.
Where are you promoting and participating in snow/skate world now? Are you looking to expand anywhere specifically? Your recent collections have a worldwide attitude, but do you hold tribute to any specific locations/areas that you come from, or enjoy riding, living?
We’ve really focused on the East Coast scene in the years that we have been around since that’s where I grew up so I would say that’s our primary region. But this summer I was out at Mt. Hood with Bogart and Sammy doing some promotion out there and we’re definitely looking to expand along the West Coast as well as overseas/worldwide in the next couple years!
There’s a certain luxurious feel about your clothing designs, with some irony in the designs which are printed on your casual ‘everyday’ clothes like t-shirts and hoodies. Are the themes intended to project an enjoyment of self & co. no matter your ‘status’, like what you’re doing or where you’re at, or should there be an aspiration for the real luxuries?
I’m definitely inspired by the classic luxury brands so that is represented in the designs. However, most of our demographic is used to getting looked down upon for being grimy, sleeping 5 deep in hotel rooms, skating back alleys, growing up in lower income areas etc. so I try to incorporate that feeling within the luxury motifs. And like you mentioned the aspirational concept is prevalent in the brand and that mostly stems from my hip-hop/rap roots.
There aren’t many country clubs at mountains, but the group mentality and coming together and enjoying the landscape exists in both places. What inspired the Country Club theme, is it meant to be literal tribute to and enjoyment of country clubs, and/or a metaphor to the group concept? Should we also be actively enjoying the seasonal pleasures off the mountain and out of the skateparks?
The Country Club line was inspired by just using those concepts that are mostly foreign to our demographic; luxury, champagne, golfing at prestigious clubs, imported cigars, etc. and incorporating them into designs that fit our lifestyle/ideals. It also involved a little bit of tongue in cheek humor as skaters/snowboarders/rappers are generally disliked/frowned upon by your average country club patron. And as far as enjoying yourself off the mountain/skatepark I fully believe in doing whatever is fun for you and experiencing as much as you can. Whether that be at a country club or not it doesn’t matter!
Your most recent “Greeting’s From” collection says you’re going places. Is there a specific end point you are working towards in making a “brighter future” with TCCC, & fulfilling your goals?
The brighter future is just being able to provide myself, my employees, and the team riders the opportunity to be involved with and live off of the things they love. I want an environment run by people who are directly tied to the lifestyles and to have the resources to throw events, allow the riders to travel, create other brands, etc.
Would you like to see tennis courts & maybe 9 hole courses at mountains, more heated poolside lounging outside?
Haha definitely more heated poolside lounging so we get to see what surfers are so fortunate to see every time they come in from riding! Chicks in bikinis would be dope for sure!
Any insider scoops you wanna drop on upcoming clothing lines, possible designs you’d like reader input on?
The new Fall/Winter 2011 is coming out very soon and we’re dropping previews of it on our Facebook fan page, it’s looking really dope.
Any shout outs?
I just wanna say thank you to everyone who’s been supporting us, rocking the clothing, telling their homies, posting on Facebook, etc. Thank you! I also wanna thank the team for shredding and putting in work, my sister and parents for all their help, and the local shops that have shown the brand love!
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Interviewee: Luke Schulze
Interviewed By: Taylor Kendall
