Studio RUDO x FatKidOnFire - Interview #38

Studio RUDO x FatKidOnFire

Interview #38

You would of first heard about this next brand being featured at the start of September when its inaugural collection dropped. The brand was first mentioned on FatKidOnFire two days after, and as promised here is the full feature! We are so stoked to have this brand feature here at FatKidOnFire HQ! Read on for all the surprises…

Find out more after the jump

As we alluded to way back in the introductory post about Studio RUDO, all of us here at FKOF HQ are properly stoked to have the drop on our mate Tony’s brand. If you’ve not met or talked to Tony you’re seriously missing out, being one of the nicest guys around always helps when you’re starting up your own streetwear brand. I first met Tony a while back and have been looking forward to getting this feature off the ground for far too long. So without further ado, peep the intro we wrote about RUDO (in the clickthrough link in the first paragraph) and read the feature that appeared after I sat down with Tony to find out more…

<p >Who/ what is Studio RUDO? RUDO is my alias and Studio RUDO is my base of operation; where I run a two-part business, one part offers art direction and design consultancy to other companies. The other being ‘RUDO – Signature Line’ which is a progressive clothing brand that launched September 2010. <p >Your tee designs are stylish, strong and striking – but do they convey a specific brand image or is it flexible? With your creative history steeped in streetwear heavyweights (such as New Era and Star in the Hood), how do you think this experience will be reflected in Studio RUDO? When I conceived RUDO 4-5 years ago, it was mostly out of frustration with my day job. Working for a massive corporation like New Era was an amazing break, and allowed me to develop as a designer, and for that I will forever be grateful. <p >But it also put a massive wall in front of me, creatively. Put it this way, you just couldn’t stick cash, guns, ho’s & blow on a New Era tee haha! That’s not to say I just want to make tees that shock for the sake of being different – it just means creatively the RUDO brand has no limitations, no rules. <p >I guess my brand ethos is ‘no holds barred’. Everything is possible and I don’t want to be tied down by what a dude in a suit and tie tells me is relevant.? <p >What does/ will make your brand stand out and distinguish itself from the rest of the UK streetwear pack? ‘It’s all in the details’. I live by that, whilst try to implement it into everything I design. I want people to find things, days, weeks, and years after they purchase a RUDO product. Hidden messages, secret codes… As a kid, that’s what interested me most. The ‘mask or hood’ logo represents that. From parts unknown. <p >I also want people to feel like they are part of something special, that their purchase isn’t just lining someone’s pocket; but is instead an investment in the future of the brand. <p >Who or what influences you in your work? I’m ‘into’ movies, video games, music; the normal stuff really. But I’ve always had a bit of an obsessive nature. If I’m interested in something, I want to know everything about it. All the obscure details; who designed it, wrote it, created it. The more I know about something, the more passionate I become. <p >I also find in a lot of interviews that brands don’t want to reference ‘other brands’ as influences. I think the problem is no one wants to be seen as unoriginal, or a copycat. In truth, these are our peers and have set blueprints for us to follow… <p >My top 5 streetwear influences, in no particular order:

  1. Benny Gold
  2. Villainous Visard
  3. BAPE
  4. Mishka
  5. Johnny Cupcakes

<p >What’s your take on the whole UK streetwear scene at the moment? I really feel like we’re at the genesis of something huge right now. The talent is out there; what’s really needed is support from the consumer’s end. A brand like Johnny Cupcakes has been successful by building a hardcore loyal fan base in the model of a sports team. I feel like there is a feeling within the industry that the market isn’t as hot as maybe the US – but I disagree, I just feel that they haven’t been exposed to the crop of up an coming brands that are getting up in the UK right now. If the UK market was fully aware of brands like Villainous Visard, Death Before Dishonour & Any Forty (to name a few) I feel it would be a totally different story. JC’s opening a store in the UK next year, so he obviously sees the potential of this market. We just need the home grown brands to break through. <p >Where do you see you and Studio RUDO being in 5 years time? I have a masterplan. And as everyone knows, a true villain doesn’t reveal it until he’s got a gun to your head. So consider this as my villainous bond monologue.

<p >In 5 years I’d like to have taken Studio RUDO out of my home office and have a design studio above a retail space, a la Benny Gold, but more of an Evil HQ. At the moment, I take care of every aspect of the business; from bookkeeping through to designing and selling the product, so I’d like to think I’d be in a position to have a team of RUDOs – working on different aspects of the company. Product wise, I feel for the next 2 years my primary focus will be tees, with the odd drop of something different  *cough* cuffed beanie this Christmas *cough*. But I would like to think I would be seasons deep in detailed cut & sew pieces, and maybe looking at footwear and outerwear by then.

<p >Whilst I do have plans that I try to stick by I also try and go with the flow whereever possible, and I think it will be the fans that decide when we do cut & sew or open a store or do anything that moves the brand forward. <p >Where can people expect to catch your work, any stockists to watch? Right now, RUDO is sold exclusively through our online store. But I have a list of several retailers that I would love to stock in, and will be reaching out to soon.<p >Top 5 favourite albums?

  1. N.E.R.D – In Search of…
  2. Michael Jackson – BAD
  3. Prince – Purple Rain
  4. Ed Motta – Entre e Ouça
  5. David Bowie – Hunky Dory

<p >Shoutouts First and foremost, I want to give a shout out to FatKidOnFire for being one of the first to interview me and profile our brand [big up RUDO! Mad respect and huge love for you]. Without others seeing the potential, and wanting to spread the word, we wouldn’t get anywhere. Also, big up my good friend Binz, the mastermind behind Villainous Visard, and the street wear games – best kept secret. ‘Support your local villain’.  <p >

Tony AKA Studio RUDO is another little TEAMUK gem. The sick designs and the fact Tony takes care of the little things (i.e. FREE Worldwide Delivery and the ‘BLK WAX’ RUDO-sealed envelope with every order) is definitely a good way of making a noticeable splash in the often full streetwear pond. If you’re feeling what Tony has had to say or want to support him or the brand, hit up the Studio RUDO website or Facebook fanpage and catch Tony on Twitter.

If you have any thoughts on what Tony has had to say, or thoughts on anything else you’ve read let us know either via the comments section below or through one of the other forms of contact (emailTwitter and Facebook).