69 CLOTHING INTERVIEW (LOGO.EC 22.03.13)
Working from a chilled aesthetic of minimalist comfort, LA-based clothing brand 69 make denim-based designs for him, her, kids and even your dog. In an interview that’s as laid-back as the designs they make, we catch up with 69 to talk ’90s influences, Sade and what denim haute couture might look like.
LOGO: Who/what is 69? Tell us a bit about yourselves.
69: 69 is a symbol. The line is meant to embrace non-gender and age conformities. In other words, it is non-demographic.
LOGO: How did the brand first start up? What kind of design ethos/theme was it founded on?
69: It began with the idea that there should be a unisex clothing line completely dedicated to using minimalism, comfortability and denim in every silhouette.
LOGO: Talk us through the A/W13 collection – what motivated you to design a range for the whole family?
69: It further emphasises the idea that 69 is for every-body.
LOGO: Blue denim is a material that you keep coming back to season after season – what is it about the fabric that you enjoy working with so much? (Is it partly inspired by your American roots?)
69: Blue denim is classic, uniform and internationally accepted.
LOGO: Some of your pieces feel like a modern take on classic ’90s denim looks (or something like the Art Club 2000 x GAP series) – where do you take inspiration for your work from?
69: 69 draws inspiration from both the ’80s and ’90s, and is mostly informed by Japanese design aesthetics.
LOGO: Your new collection offers designs for men, women, children and dogs… is there such thing as the ideal 69 customer?
69: Other than Sade, no, 69 is for everyone – and their pets too.
LOGO: Your pieces are maxed in casual comfort and wearability – hypothetically, if 69 were to ever to make haute couture, what would it look like?
69: Comfy-casual ballgowns.
LOGO: A lot of clothing brands claim to try and bring out qualities of individuality and uniqueness in the wearer through their clothes, but looking at 69’s pieces, I get the feel that likeness and affinity are more appropriate themes. Would you say that’s a fair comment?
LOGO: 69 designs feel like pieces to wear any time, in any situation. Do you ever worry that that kind of durable capability might impact on the commercial side of things (i.e. as your styles aren’t trend-led, people might be less inclined to buy pieces from you on a seasonal basis)?
69: No, 69 isn’t about fashion – it’s about reliability. Every new piece made is added to the 69 closet and is accessible any season of any year.
LOGO: As technology (and apparel design) continues to get more advanced and complex, it’s refreshing to see a label that keeps things simple and clean. Do you think more brands should take the kind of laid-back approach to design that you guys do?
LOGO: What’s more important, style or substance?
LOGO: Can you tell us what kind of themes/designs you have in store for Spring/Summer 2014?
69: It’s a surprise!
Interview: Charlotte McManus
Posted on 10/06/2013, in Fashion and tagged 69, 69 aw13, 69 clothing, art club 2000, blue denim, casualwear, charlotte mcmanus, denim fashion, designer interview, gap, LA fashion, logo, logo.ec, perfect69, sade. Bookmark the permalink. Leave a comment.