restless outcast

Starting an apparel brand is without doubt both exciting and nerve-wracking. Unlike anything I’ve done before, this feels big. The to-do list is already longer than a Leonard Cohen song.

Before I drop my first run of limited tees, I wanted to share the journey with you and talk about what I think really matters. I’ve read plenty about designing, printing, marketing, and selling T-shirts—but I’ve seen very little from the perspective of influencers and models.

They’re the ones who give an idea its pulse. They bring life to a brand.

I came across restless outcast on Instagram and instantly felt he fit the image and attitude I’m building this brand around. I know I’ve got a long way to go, but I’m hoping he’ll be part of that journey. I cheekily fired over a few questions so he could share some insight.

Enjoy.

What makes a T-shirt worth wearing for you — design, message, fit, or the story behind the brand?

For me, I enjoy different shapes and sizes of T-shirt. I find I can wear tight and look defined or baggy and loose. I prefer bold skater aesthetic type designs, leaning towards old school tattooing. The brand can be anything from alternative to high end fashion as long as I like the design.

How do you decide which brands you’ll actually represent or wear publicly?

For me, I look at the quality of the material and design print. Some brands designs look too (home print) and it can put me off seeing it’s just a slap on sticker with no quality control. And if I represent them in any way I like to know I’m working with real people that care about what they sell. We may model, but it’s the brand that pulls us in first and foremost.

The alt scene is crowded — what makes a brand stand out versus just looking edgy?

I’m brand new to the scene myself and I quickly found being myself and not conforming to any particular style has set me apart from others. There aren’t many alternative models that will also wear Adidas track suits and Burberry. The mix between fashion cultures makes my account something to see.

If an underground brand is trying to break through right now, what’s the one thing they must not compromise on?

I’d say networking with the right people, models and brands will naturally grow as any new brand begins to settle into their own style. How they advertise, how the designs will go etc. but I’ve been approached by a few new brands recently and one thing I would say is not to ask models to purchase your products for them to do free advertising for them. It comes off a bit pushy and if there’s no relationship built between the two it just feels like shilling. If you want to show your product off, find a few models willing to do product for promotion. That way you are building a relationship with good intentions of wanting to show what you are selling and why.

Go and give restless outcast a follow—and don’t be shy about dropping him a message.