It’s been a busy few days here at FatKidOnFire HQ. We’ve had a new Ropper mixtape, two new features and one or two exclusive mixes thrown in for good measure. Continuing this run of form today, we’re proud to drop another feature with a new streetwear brand – a brand who have a particularly intriguing bio:
A bold brand of streetwear created with the swagger of new London, coupled with the quality and attention to detail, associated with old London Town.
An interesting mix? Peep the feature below and find out if it works…
[Hatcha rocking the Pure “DeeJay” tee]
Find out more after the jumpLondon’s Pure Wear Clothing are one of the latest brands to pop up out of the capital city. Part of the pretty massive Pure Group (more of that later), this brand is currently a line of tees using the Pure title to create the tees you see placed in this feature. It’s an interesting take on brand identity, but we think it works pretty well! The tee designs are definitely recognisable as a Pure product. We sat down with Pure’s Mark to find out more about the brand…
Who or what is Pure Wear Clothing? PURE WEAR CLOTHING was born out the PURE group of companies that have a strong presence in the music and entertainment industries. The PURE group previously created the multi-platinum compilation brands PURE GARAGE and PURE R&B, which became officially the UK’s biggest selling urban brands of the last decade (hence PURE WEAR).
There’s PURE MUSIC MANAGEMENT which represents a number of artists/producers, including Blame, and Ruff Sqwads Fuda Guy, Sony’s new dubstep signing Dansette Junior, and Drum & Bass legends Drumsound & Bassline Smith. Obviously some inspiration comes from being around these artists and their music.
PURE FILMS recently completed shooting the movie “VICTIM”, which stars amongst others Ashley Madekwe, Giggs, Shanika Warren Markland and Adam Deacon. It’s a feature film that is due in cinemas in spring 2011. PURE FILM have started pre-production on the new “Urban Horror” movie LETHAL which shoots before the end of the year, and the urban thriller PAYBACK SEASON will go into production in early 2011.
We have a record label PURE RECORDINGS, which recently released the single ‘Womans World’ by SELAH, SADIE AMA & Mz BRATT.
The clothing PR company PURE GARMS handles the exclusive product placement for brands such as Money Clothing and Duffer of St George, and as such we styled a great many recording artist and actors, including styling the recent videos for NDUBZ, DEVLIN, FUGATIVE.
So the next step, was to create Pure Wear Clothing!
The tees in your first drop all have strong designs – but do they convey a specific brand image or is your brand image flexible? Are you going to expand on the line or will the brand be based on tees? Pure Wear is expanding as we speak. Next up are polos, hoodies, sweatshirts etc, but keeping our core business of tees strong too.
What does or will make your brand stand out and distinguish itself from the rest of the UK streetwear pack? In one word “Pure”. There’s a lot can be done with that word! Also, Pure Wear seems to transcend barriers already – with actors/actresses and sports types wearing it.
We come across a lot of people in our daily lives and business that ask what the next tee will be, so we are building a sense of anticipation within the brand too. Also, a lot of girls seem to be buying the Pure Genius tee for their boyfriends!? The boys must be doing something right there then?
Who or what influences you in your work? We are influenced by everything from music and film to urban London; from football casuals to Mods; from banter on a night out or even getting ready for that night out … We draw from influences from all over, and make it Pure.
[Roll Deep’s Flo in the Pure “Grime” tee]
What’s your take on the whole UK streetwear scene at the moment? We are just happy that the UK streetwear scene, and those making the music associated with the scene, have taken Pure Wear to heart and are wearing it. The scene is probably the most vibrant it’s ever been, and we are glad we can come from that and reflect that positive feeling moving forward.
Where do you see you and Pure Wear Clothing being in 5 years time? It’s definitely gonna be a case of “move over Superdry!” Haha!
Where can people expect to catch your work, any stockists to watch? The internet is always a good place to start these days so hit up our website!
Top 5 albums:
- Marvin Gaye – Trouble Man
- Primal Scream – Screamadelica
- The Beatles – Rubber Soul
- Oasis – Definitely Maybe
- Devlin – Bud, Sweat and Beers (OK so we are just excited to hear this album!)
[Roska repping Pure’s “Rock” tee]
Shoutouts Pure Film and Pure Music and most importantly the customers, you are why we do this.
Pure Wear are an example of a otherwise established company branching out into apparel and making moves all over the scene. Getting the stars in your gear is always a good look and Pure Wear do that very well! If you’re feeling what Pure are doing with their tees, hit up the Pure Wear Clothing website and Facebook fanpage to find out more about the brand. Don’t forget to hit up the webstore and cop yourself a Pure tee or two!
If you have any thoughts on what Mark 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 (email, Twitter and Facebook).