It takes a brave brand to attempt a box logo t-shirt, with Supreme monopolising the style with their world-famous ‘bogos’, yet Absurd Clothing demonstrated their confidence when they released their own take of the design.
Founded by Mikey Dyde, Absurd Clothing have developed an international reputation since their beginnings in 2017, and the brand’s bravery to put their own spin on current trends falls at the heart of that status.
“It started with the ‘Charcoal box Pogo T-Shirt’ that was manufactured for personal use, however, lots of people in the local area liked the design and wanted one.
“I sold it to them initially and then I thought why not try selling online. Here we’re now having sold to countries all across the world from the USA to Australia.”
To begin business with a box logo requires a strong brand image and Mikey, who has a background in business and economics, believes that their intuition in following the mainstream helped establish the label’s strength early on.
“Yes, of course, you get some haters saying you copied supreme box logo, however, sometimes you need to follow the mainstream to get sales. We have also brought in our own twist with the rotated S.”
From there the ideas began flowing, and one design, in particular, pushed Absurd overseas.
Inspired by Supreme and Kanye West, as well as his own family, Mikey and Absurd produced the ‘Money buys fashion not style’ hoodie, with distinctive branding repeated down the back of it.
This design struck a chord with a new American audience, who spotted similarities in the features of Absurd’s hoodie and Kanye West’s merchandise. The font and quote from Saint Pablo led to high sales from across the Atlantic and the hoodie, created in collaboration with Boosts Feed, led to a second ‘Free Pablo’ design being launched.
Absurd’s collective has come a long way since first founding also. The same models can be seen dotted throughout their Instagram feed, and this tight-knit unit has provided the brand with stability as well as innovation.
“To run a successful clothing business, you have to treat your customers and models like family. You need them to come back or you won’t have a business.
“You need a team to think of all outcomes. Don’t be afraid to ask others who are more knowledgable and experienced.”
And this unity has set Absurd up for a busy, and hopefully fruitful, 2019. The brand has ambitions to reach out to retail stores in order to make their merchandise available in physical stores, while their design studios are in overdrive creating new content.
“We are planning on releasing a preview and a look book prior to a release. Getting our ambassadors and models to take photos of the unreleased items.”
Absurd’s product range is also set to grow, with branded sweatpants, luggage, utility vests and belts all in motion to be produced.
The brand’s output in 2019 is set to be substantial, yet, the thought of their effect on the environment has also provided Absurd with further credibility.
“We want to improve our relationship with the environment. Continue donating 5% profits to WWF & do more work with a website and merchandise provider called TeeMill, who make 100% ethically manufactured products from the start to finish of the production process.”
The future looks hectic for the London-based, globally recognised brand, but following the quality of their previous products and the ambition to further the Absurd label obvious for all to see, Wear? Magazine can’t wait to see what’s to come.
Mikey Dyde speaking for Absurd Clothing to Wear? Magazine.
Images courtesy of Absurd Clothing (@absurdclothing).