SUTSU Clothing x FatKidOnFire - Interview #78

SUTSU Clothing x FatKidOnFire

Interview #78

It’s been a while since an update graced these here pages on FatKidOnFire. Fear not, we’re still here. We’re just busy.

All is not lost. We’ve got more than enough new FKOF stuff to hopefully keep you entertained over the next few days – three new brand features, a “New Music…” post, an “Out and About…” and maybe more. Stay locked! And if you’ve got something you think we should blog about, why not get in touch? Oh, and we’re running another comp for free isht with this feature. Aren’t we nice?! Details below…

The UK streetwear/ independent clothing scene has never been stronger. In FKOF’s short existence, we’ve worked with almost 100 of the finest brands the UK has to offer – and we’re yet to reach the bottom of the proverbial streetwear bottle. It’s awesome.

So, running with that (rather odd) metaphor, SUTSU Clothing is the next shot of sweet-tasting, yet highly intoxicating, streetwear alcohol. Their bright and vibrant designs, combined with an awesome design ethos and an even better environmental concern, bowled us over when we first came across them a few months back. We caught up with SUTSU’s Creative Director, Jon, to find out more…

Who or what is SUTSU Clothing? SUTSU in Japanese Culture is a festival of the changing seasons. It also means “Lounge Suit”. Throw into the mix an affinity for boardsport athleticism, environmental concern, design, music and streetwear and you have the amalgamation that is SUTSU. Designed to have a positive effect on all that it touches – whether that be the factory workers, our fans or the environment. SUTSU strives to make as little environmental impact as possible whilst maintaining a design-led ethos.

Your designs are strong and striking – do they have an underlying theme? You have a strong ethical background, can you tell us a bit about how that happened? How did your links with your various brand ambassadors come about? Many of the designs have an environmental theme; whether purposefully or not. Having spent much of my time out in the ocean or countryside, I find inspiration in nature and all the elements so want to reflect this through SUTSU’s designs.

The ethical side of the business came about as a conscious decision to be accountable as a business for our actions. We didn’t want SUTSU to be tarnished with a “Tree Hugger” emblem – but simply want to show that you can be ethical whilst maintaining a strong design-led brand image. Our ambassadors have come about reasonably organically and have simply been a choice of people we felt could reflect SUTSU out in the genres they pursue.

What does or will make your brand stand out and distinguish itself from the rest of the UK streetwear pack? I guess we’re not trying to be anything specific. We are looking to appeal to anyone who enjoys the sports we do, likes to go out at the weekend (or in the week!) and likes to look good at the same time. We want SUTSU to be something that everyone can relate to no matter what age or gender. The environmental ethos is a brand statement rather than a selling tool for us.

Who or what influences you in your work? Nature mostly.

What’s your take on the UK streetwear scene at the moment? The streetwear market seems to be stronger than many of the other underground markets at the moment. There seems to be a change in the tide away from large branded garments so it will be interesting to see how this affects streetwear – which has for a long time relied on a logo.

Where do you see you and SUTSU Clothing being in 5 years time? Not sure, just taking one day at a time at the moment. Hopefully still producing good quality garments that people love, and helping environmental causes where we can…

Top 5 favorite albums? Wow that’s hard:

  1. Pearl Jam – Ten
  2. Deep Dish – Junk Science
  3. Black Crowes – Southern Harmony & Musical Companion
  4. Common – Like Water for Chocolate
  5. Daft Punk – Homework

Shoutouts FKOF for doing the interview [glad to have you guys on board, love what you’re doing!] and all the guys at SUTSU!

So there you have it. If you’ve been inspired by what Jon has had to say – or by what you’ve seen from the SUTSU threads we’ve posted up throughout the feature, here’s your chance to get your hands on three SUTSU SS11 tees. Yes, three tees! And you get to choose which designs you win!

Simply tell us who the LTD50 artist for the SUTSU SS11 collection is by commenting below and you’ll be in with a chance of winning the tees. You’ve got until 31st of August, so get commenting!

We love what SUTSU are doing. If you want to find out more about the guys doing all the awesome work with the brand, find them on Facebook, Twitter, YouTube and if you’d rather spend your hard-earned money instead of getting free tees then you can do so by visiting their webstore.

If you have any thoughts on what the Jon from SUTSU 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 emailTwitterFacebook or the FKOF TakesQuestions page.