Fashion Feature: SubSpecies

Now what do you get when cross 3 apes who have escaped from a maximum security zoo, forced to work for the big players in fashion, and now dedicated to taking the fashion industry by storm by releasing their own breed of clothing?....You get a new type of fashion and a new movement called 'SubSpecies'.

The Scene Magazine caught up with the creative group to see how things are going and to see how their plans are finally starting to unravell!

1. How did you all come up with the brand name 'Subspecies'?

Due to the varied skills & interests of the design team, we knew that creating a name that would cover all bases of the clothing fraternity was highly important. No matter the cult; extreme sports, B-boy, urban gangsta, anarchist or freak. Well that or maybe it was the 12 Stella's in the local boozer!!

2. After rounding up the troops for universal domination, can you give us a bit of insight into how your plan finally began to unravel to create a new breed of ‘Subspecies’?

It’s still slowly unraveling. Building a brand that isn’t going to sell out is something that needs to be neutered. We are finding word of mouth is an important tool as we have very little budget to place adverts in the media like the big labels can. We are building a BMX and Skate team at the mo and sponsoring some good up and commers in the hiphop scene. Oh and Monsieur Phil Kyle from London ink likes to rep us whenever he can.

3. How would you describe the style you encorporate into your clothing and where do you get your inspiration from?

The designers are all from different backgrounds of life so it’s a sit down around a table, get wasted and argue about what should be done and what shouldn’t. We listen to the people who are gonna buy our stuff, where the demand is and work from there to ensure every species of life is happy. The design team are extremely passionate about what they make and only leaves Sub HQ when everyone is satisfied with the product and they would wear it themselves.

4. Can you tell us a bit about the Series 1 limited edition range?

Series 1 is a collection of 18 limited edition graphic tees. Our Limited edition tees are enzyme washed to give a comfortable feel when new and made of the finest 200gsm Gold cotton available. Colours have been selected in earthy tones that ensure the graphics propel from the base colour of the tees. We worked tirelessly to ensure the fit and feel are of the ultimate...The graphics aren't bad either as we have tried to stay away from the plain old screen print and build the artwork up with flocks, raised embroidery and raised rubber welds.

The garment itself has a subspecies trademark 'T' bar cut & sew panel on the back, the inner yoke is a non feel printed jersey lining with felt flock monkey logo. The back neck tape is herringbone with a velour overlay for maximum comfort. Sizes are available in xs-xxl. This collection is available now. There are only 450 of each style/colour in existence. We will never produce these again, so when they are gone, there gone. So get on to our website and order one now....

5. Classic question here for the troops, what do you think of the fashion scene now and how do you feel about the influx of new up and coming brands now starting to emerge on to the market?

We started due to the lack of brands who really cared about the quality that they were putting out into the market. Everything is mass produced to the droves of sheep that follow a brand, then wonder why five people in the same pub are wearing the same clothes as you?! There are masses of emerging labels coming through, some good, some real bad, but you gotta have a plan, not just oh I’ve got 5 graphics here, lets get Joe bloggs down the road to print them in his garage, sell them, then errr....We try to stay away from trend direction too, that stuffs for the catwalk cats and ladida’s of this world. I mean who makes these trends up? Someone trying to sell you a book for £600 per season, thats who.......

Thats why we made ours limited edition, there are no boudaries your guaranteed to be different, a Subspecies. There are No Gods No Masters!!

6. What type of challenges have all of you faced whilst building the label?

The credit crunch kicked us real hard in the nuts. The depression, the Government, the media all of who scaremongered everyone into thinking the world was going to end.....which made the retailers in the industry panic and hold onto buying into emerging brands.

7. What’s the public reaction been like towards your brand?

We’re growing everyday, we have never received a return (which is real important to us) check out the blog on our site (http://subspeciesgb.com/blog.php?dt=756864) and see what the people who buy/enlist say. It’s not made up, it’s all the feedback been sent to us which helps us on our quest for perfection.

8. Where are you lines currently on sale?

We have our own online store at www.subspecies.co.uk for the tees and www.subspecies.bigcartel.com for the Lidz. We sell to a few stores in the U.K, Germany and Italy, but we are looking for good distributors and independent stockists across the world to help spread the word.

10. Finally, what advice would you give to those people thinking of starting up a new clothing label?

Wait till the economy returns to normal, get yourself some serious cash to market your brand, write down a plan of attack and try stick to it. In fact, just don't bother, buy some subspecies gear and straight rep it to all your mates...haha

Check out Subspecies online store at: http://subspeciesgb.com/