Some people believe that catching a break is the key to success, but to Jeff Staple working your tail off to create that break is actually the key.  Jeff is the brains and motivation behind his break, what started off as a small tee shirt business is now a multi-dimensional design/retail empire that produces flawless creations perfect for today’s consumers. 
 
Along with becoming a hugely influential figure within Streetwear and its niche cultures, Jeff keeps pushing design into new frontiers solidifying himself as a visionaire. Today, Staple Design attracts big name clients, Reed Space is in Tokyo and NYC, Staple Clothing is burning up the street; all in all Jeff Ng aka Jeff Staple is the hardest working man in the industry and his Company growth shows. We caught up with Mr. Staple to learn more about Jeff, his company, and the future; with some exciting insight on upcoming releases including a much coveted collaboration with Levis… Its an exciting time for the NY based designer, innovator, icon, and entrepreneur.  Interview by Matthew Ross

SXH: How was it working with Levis? 

STAPLE: First of all, when Levi's invited me to do a project with them, it was really an honor. I mean, I can't recall a time in my life where I WASN'T wearing Levi's, you know? So the opportunity to do something with them was very exciting. Levi's is a huge company but sometimes working with large companies can be slow and cumbersome. But working with Levi's was pretty organized and efficient. 

SXH: When you brainstormed for the tenth anniversary celebrations was Levis a given?  What are they doing right now that makes them an A+ candidate to work with?   

STAPLE: When I mapped out the 10th Anniversary collaborations, none of the collaborations were a given. I personally asked each person or company for the opportunity and if it made sense then we worked together on something. Levi's was sort of a long shot of course. But I'm really happy they agreed. Levi's practically invented denim. They could close up shop right now and still be one of the important brands of all time. But recently, the stuff they have done with Fenom FLU and Devon Aoki on the womens side has been really good. They continue to innovate when they are one of the few brands in this world that can rest on their laurels. 

SXH:  When you think of Levis what it comes to mind?  And when you put Staple X Levis together what does that say?  Do you think there is difference in opinion regarding Levis between the US and Japanese markets? 

STAPLE: There's definitely a HUGE difference. In The States, Levi's is often regarded as an old brand that is no longer relevant. With newer, trendy brands chomping at the bit. These newer brands exist in Japan too of course, but Levi's has managed to maintain a high brand image over there. People have no problem dropping over $300 on a pair of Levi's. I think its because of some of the brand extensions I mentioned above that have helped foster this. Also their retail environments are much better over there than here.

That's not really a big deal. That often happens when different regions of the same company do something cool and innovative. The thing that boggles my mind with Levi's USA in particular, is that they PROHIBIT the cool stuff from entering this country. I've often tried to represent Fenom or FLU in Reed Space only to hae it met with opposition from Levi's USA. I cannot understand why they would react this way. The only explanation I can muster is that they're hating. For example, if Staple Australia was making some really dope shit, I, as the head of Staple, would want to see that stuff available to everyone in the world. Mind you, this isn't a case of Levi's Japan not wanting Fenom or FLU available anywhere else…that I could understand. This is Levi's US prohibiting other regions to carry it. Really…just boggles my mind. 

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