Features
Thread Heads – Drop Dead Clothing
Interview By Shane Richardson
Frontman of metal-core outfit Bring Me The Horizon, Oli Sykes has taken his other burning passion to the very top. LTS had a chat with the main man to see where it all started, his inspiration for his designs and what they stand for.
Company: DROP DEAD CLOTHING
Full Name: Oliver Sykes
Role In Company: The Big Cheese!! CEO
Webstore: www.iheartdropdead.com
LTS: How long has the clothing company been going?
Oli: The clothing company started in early 2005 so almost 4 years now.
How did it all start?
Oli: I was in college and really liked design and art and I was excelling a lot faster than what I was learning so I needed something like a clothing line to outlet my creativity. My mum lent me £500 to order my first line of designs and we sold 25 Tees in the first weekend!
What were your main goals when you first set out?
Oli: I really wanted to start a clothing line to get my art out to the world. I was drawing all the time ...and wanted to make some money! No real goals though, maybe makin’ the millions, ha!
Have you achieved or surpassed theses?
Oli: I have, far more than expected. Thing’s just blew up with the clothing line and I couldn’t be more grateful!
What message do your clothes give out?
Oli: Don’t eat meat! Oh yeah and party in squads haha! I don’t think Drop Dead has a concrete message. I just like to work with people who have the same ideas as me and make clothes.
What is the ethos behind your company?
Oli: My mum and all the wonderful things she does, and my good-looking family.
How do you make sure you stand out from the crowd?
Oli: Wave your hands around really fast. Maybe do a funny dance!
How do you come up with designs?
Oli: I’m full of endless ideas! I work with designers I really like and know have the same crazy attitude towards artwork as me.
Please explain the design process from idea to product shipment:
Oli: Lately my good friend Michael Shantz, who is now our in-house designer, has been doing the majority of designs as well as a handful of other fantastic artists. We both come up with crazy ideas, elaborating on each suggestion. It’s quite fun coming up with these and voila! A masterpiece shirt design has been made!
Do you feel band endorsements are key to getting you noticed?
Oli: No, original artwork that appeals to the crowd does, but they do help especially because the bands we endorse truly love everything we do.
Which of your current or past ranges has been most popular?
Oli: The last one (Last Summer) was, I would say. Once we got the order in, they flew out! I couldn’t believe it!
Have you found anyone trying to copy your designs, if so what have you done
about it?
Oli: There have been very similar designs as ours. It’s too bad people feel the need to go the low route and copy our original artwork.
What would you say to people thinking about starting their own clothing
range?
Oli: Find a good screen printer. If you’re not confident about your art, search for great artists with original ideas. It might cost more for their art but it will be worth it in the end.
Anything they need to watch out for?
Oli: Staying original and keeping a positive attitude when it comes to feedback.
Finally, plug your current range:
Oli: This range RULES beyond belief! It’s goey, gross and straight up radical! The designs are bigger and better. See for yourself!
Check Out Drop Dead Clothing @ www.iheartdropdead.com
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