You've played an enormous role in a new wave of fashion, where do you get your inspiration for the aesthetic that your brand and your work encompasses and stands for?

I believe a brand is like building a world, a good brand is a complete and complex world. I'm inspired by artist's and designers that build their own complete world but entry to that world should be instant. I don't believe in over intellectualising fashion and art. Think Keith Haring, Memphis, Santa Cruz, Star Wars... fashion and style are a very pure form of communication and I am really inetersted in that. My prints are cyber symbolism like future hyrogkpics coded logomanis.

I reference street and sports subcultures, I'm especially interested in the British male identity, skinheads and chavs, terrace and rave cuture and the like but also the eighties and early nineties hip hop, skater culture, gabbba and gmpstye, 8bit, virtual reality and RPG computer gaming, Lego, comics, neo spiritalism, sacred geometry and ceremonial dress like Aztec to contemporary African.

I'm kinda anti graphic design, it goes back to coded comunication graphic design should be more retarded and pure like techno tribal, positive 'n' primal. 

PAGE: