Following their upcoming Fall 13′ release, which will consist of a few pieces we conducted a small interview to give the folks more of an insight on the process and message behind The Underrated’s latest releases. This brand is up and coming, but looks to make a lot of noise as they attempt to anchor street-wear and bring it back to its essence.
What was the creative process for this release?
Putting our minds together and actually looking at whats going on in life right now.
Explain the significance of the logos and designs included in this release?
First off the concept of URLA brand is trying to base certain products that we release on what is going on in Dom(Co owner) & Myself life. The first tee, Looks Are Deceiving came from me and the sport basketball I play right now. I’m not tall and not looked as a threat on the court because of my height, but in fact I am considered a great defender and can play the game, “Looks are Deceiving”. Now the other tee, Life Aint Fair Say Your Prayers. This tee idea came from what was going on around Dom and I live’s right now. How we have had people from our lives recently passed away or hearing about people passing away. So we decided to name this tee “Life aint fair, Say your prayers”. We did not want to make both of these ideas simple and plain designs so we added a switch up to it and contacted designers that we knew that could create what we wanted. Thank you Joe and Alex. We wanted to make these designs weird/funny and explicit/rated R so we added a little twist to it and thought of other ideas that would go well with those titles, as you can see on our fall tees, to attract the crowd we are trying to reach too.
Nowhere near being in the scene. We are still looking at the scene from a distance and just learning how to run a brand. We are creeping in step by step. We have a WAYS to go.
Building the brand and consistent customers.
They will just have to wait and see….
NICHE1080. 