We’ve been gearing up for hitting our 100th brand feature here at FatKidOnFire for ages. Well, since we started really (it’s always good to have something to aim for)! Whilst we’re a little off reaching that target, we’re pleased to celebrate the next milestone here at FKOF HQ.
It’s been quite a while since we had a chat with a clothing brand, FKOF seems to have been overly populated with our MakeItGood features recently. It’s good to get back to our fashion roots and today, we do it in style.
We’ve had our eye on the South West’s SuperSaturated for a while now. Whilst everyone’s becoming more aware of ethical clothing and environmentally friendly products, SuperSaturated don’t just pretend they think ethical – they actually live and breathe sustainable responsible business.
As it also turns out, DiNG (yup, that dude with the lightbulb), main man behind the brand, is a super nice guy. We got chatting a few weeks back and were so impressed with what he was saying we got him down for a FatKidOnFire feature. DiNG was also kind enough to give you guys something – so peep the feature and grab the surprise at the end!
Who or what is Supersaturated? Your designs are simple, strong and striking – do they have an underlying theme? How did your affiliation with the board sports scene come about? You’re well known for your media skills, tell us a bit more about that aspect of the brand? Thanks for giving me some time dude!
Yeah, we’re a humble little South West brand defining our selves somewhere between our love for adrenaline board sports and our love for the alternative. Personally (DiNG – photographer and vid editor for the brand), I just get attracted to everyone doing whatever they want to do with absolute passion and abandonment. I’m more talking about those who make choices that aren’t mainstream and aren’t likely to hit pop cultural popularity veins.
It was whilst on a photo shoot with some pro kitesurfers (a fringe sport) that I decided to really focus on this type of personality, who knows where it’ll lead. But it’s my absolute passion! I just had to look up a little and realize there are people everywhere living for what they believe in. I’m just loving meeting them from graffiti artists to sports athletes who are equally artists of their domain.
What does or will make your brand stand out and distinguish itself from the rest of the UK streetwear pack (if you consider yourselves members)? We think of ourselves as a collective of people all just enjoying our own journey focusing on whatever it is that interests us. We like to talk more about what we’re doing in the Supersaturated world rather than just about our shirts and designs.
However a big part of our ethos revolves around being as impact free to our environment as possible. We recently stepped up the game and we are only hand printing to order with environmentally friendly inks and on sustainable bamboo t-shirts. It’s as earth friendly as we can possibly be. This is more costly and labour intensive but to us means more than production run brands with cheap base shirts and oil-based inks.
Who or what influences you in your work? My influences are so diverse that I wouldn’t know where to start. I guess really it’s seeing that spark and determination in someone’s eye which tells you straight away whether they care about what they are doing or just in it for a game. I’m inspired by anyone with that lust and just want to document it. I’ve always liked the slightly alternative and enjoy fringe interests. I guess it’s just more important to me to try and stay away from the pack and being this side of the normal I might meet more interesting people who aren’t carbon copies of the latest trends but are the next best thing.
What’s your take on the UK streetwear scene at the moment? Being a brand, it’s a tough industry to break through the chatter of other small brands! That said I don’t see it really as competition, I see us all as brethren trying to bring what we love to those who love wearing what they believe in. There’s enough people out there with enough t-shirt needs to not make me worry. I like the way people are moving away from the main high street leisure brands to hunt out small street brands like us. If people find us, it thrills me to receive emails from people saying they are loving what we are doing!
It’s through this attitude that we’ve managed to attract britain’s top kitesurf riders who love streetwear, the current British body board champion, a local south west skating pioneer and recently, because she read the ‘If you don’t like what your work, quit’ statement on our website, a GB gold medal rower! That said, we clothe a couple of local rock bands and a few DJs and am currently setting up some dope photo shoots with street artists.
Where do you see you and Supersaturated being in 5 years time? Wow. 5 years that seems like a long way down the line and 3 years longer than we’ve been around! I’d hope that we’re still being appreciated out there and that we’re better people than we are now!
Top 5 favorite albums? At the moment I’m listening to:
- Tyler, the Creator – Goblin (for deep new hip-hop)
- Beck – Midnight Vultures (for the old school indie indulgence)
- The Faint – Wet from Birth – (for some oz tech rock)
- DJ Shadow – Endtroducing –(for the memories)
- Land of the Giants – ITISWHATITIS (for the support of a local south west band).
Shoutouts Shoutout to all who have recently passed over our website and signed up to our monthly E-zine [which you can sign up to here] which features shoots, videos and anything and everything to do with our lifestyle. Also BIG shout out to FatKidOnFire, it was great meeting you and long may our social relationship continue [big love bro]!
If you were wondering what DiNG had lined up for you guys, FatKidOnFire and SuperSaturated have joined forces to provide a 25% discount code on all purchases from the SuperSaturated webstore. Simply enter “fkof25” at the checkout to receive your 25% discount. Done!
DiNG and the rest of the SuperSaturated crew are paving the way for how an independent clothing brand should be. And we love them for it! Hopefully this feature will have given you guys a bit of insight into the brand and how they do things – if you want to find out more find them on Facebook and Twitter, peep their media site and go spend your exclusive 25% discount on their website!
If you have any thoughts on what DiNG has had to say, or want to recommend us a new brand you’ve discovered or just want a chat about something you’ve seen on FatKidOnFire, fire us a comment below or get in touch via email, Twitter, Facebook or the FKOF TakesQuestions page.