I’m not here to tell you what you can and can’t do, but let me (hopefully not) be the first to tell you that you need to stop. Need to stop what? God, I can’t believe you’re actually making me say this. This may come as a shock to you, but your graphic t-shirt with some sadboi shit on it isn’t making the cut. Unfortunately, we live in a world where everybody thinks that they’re somebody, when really, you’re just anther nobody (no offense). You’re chilling at your friend’s crib and suddenly he has an idea, let’s find a bunch of stock image and print them on a Gildan tee. You and your boy are really cooking now! One of you gets a few hundred dollar loan from your mom, and the other sells half of his preme just to make it happen. Somehow, by some divine energy, you guys manage to scrap together a few k, you got your bigcartel account, and you’re ready to go.
Basically, y’all fall into two types of groups. Those are who can, and those who want. Let’s look at those who can. You guys know the brand Anti Social Social Club, right? First, no disrespect, we’ve got to appreciate what Neek’s been doing. Neek was doing design for Stussy and one day just said, “fuck it, I’ma do some sadboi shit.” He easily copped some capital and hit the ground running before anybody could protest. Now let’s look at those who want. I’m talking about that group(s) of kids at your school that want to be “entrepreneurs” and “visionaries.” Props for starting your own thing, but where’s the originality? You get some pics off of Google Images, edit it in Preview, and then stare at your monitor regretting every decision you’ve made in your life thus far.
I’ve talked a lot of shit, but really, it’s not all bad. There are a ton of brands that are built under the notion of using a simple logo or ubiquitous saying to sell their product, but what separates them from all of you is quality and consideration. I don’t really fuck with Supreme, but their products are a perfect example of how streetwear should really be designed. Yes, they do have a ton of graphic tees, many of which just include dumb sadboi phrases and provocative graphics, but look deeper and there’s so much more to the brand. They supplement their graphic tees with dope jawnz like a zip up buffalo plaid shirt and a snakeskin tailored jacket, they make most of their products in the USA or Canada helping to provide jobs with adequate pay in a struggling economy, and they have built a lifestyle around the brand.
It would be unfair to compare James Jebbia of Supreme to Neek Lurk of Anti Social Social Club, but ASSC lacks a consideration for their audience. The quality is subpar, the phrases are mundane, and the brand just seems to be put together without any care. Just take a look at this video ASSC just dropped that just depicts a bunch of sad LA kids struggling along. There’s no message nor real content that shows any sign of distinctiveness. ASSC has capitalized on the whole sadboi movement and is exploiting his consumers in the process.
Don’t be like Neek. If you’re going to release your own brand then please put some form of care into it. Don’t just slap some simple logo or phrase onto a t-shirt and pass it off as your “brand.” Add something to your brand that makes it unique, we have enough struggling t-shirt brands in NYC. We respect and support entrepreneurship here at UNCOMMON, but we also think your personal brand needs some work. I’m not trying to call anybody out, I just wanna make the world a better place, getting rid of one lousy t-shirt at a time.