A few weeks ago Concrete brand entered Wait Order, our online showroom. As a number of emerging brands that are becoming known with excellent commercial results we are sure that even Concrete will gradually impose itself to the attention of the Italian public and beyond. Meanwhile, the brand continues a trusted communication and expansion work.
We thought it was time to make you better know this reality … and then what better than an interview? We had a chat with Ozee one of 3 founders.
When did the brand started and as a result of which route ?
Concrete was established in 2014, the founders are Ozee, Vale Mood, Liton.
The band has been put together not just by chance, since two of the founders come directly from the fashion business with decades of experience in graphic design and fashion playing both the fashion design that the various tools for communication, while the third was playing a completely different music, with the dream of being able eventually to play a genre like our own.
Tell us how did Concrete started and who are the members
Put together the three, the thought was to create something much more similar to us and to our way of life ..
We come really from the street .. you know the buildings constructed entirely of concrete? From here CONCRETE!
Writing the music Hard Core, Reggae, Rap, Rock a cocktail of very underground musical genres that have always accompanied and influenced all of us.
Try to describe the brand in a nutshell
Concrete is the catalyst of all our emotions, passions, experiences in all these years, my white cloth to vent all you collect along the way.
In terms of style is a basic evolved, I mean a minimal style and melted street that sometimes gathers together the sporty-chic and the other casual classic, but do not hide the love and passion for denim to which we are already working for future.
Concrete is an Italian brand, but as we have said has a taste and a totally international impact.
Seeing the collection for the first time, one would not know to say if the brand comes from Berlin, London and New York.
It ‘a commercial or stylistic choice?
We never thought about it honestly, I think, as we have said, that our artistic and musical influences are the primary source of contamination that have forged Concrete.
Creativity knows no boundaries, in fact we must also say that in recent years the north has influenced the world.
What impact had the brand in Italy after his birth? Are there any abroad stores carrying your brand?
Concrete at the beginning was not precisely understood, but we were not very clear in the choice of mood and this has definitely created confusion.
When you start you want to do everything you have in your head then maybe your budget is not enough or style is too post-trend, perhaps to avoid making things already seen and not be considered.
Just like a band you have to start with the cover-song to show what you are able to do and once acquired audience and gained confidence then you pull outyour pieces, that’s what we did and that is now paying off.
In Italy we have begun to arouse interest, we receive compliments for both style and fit and for us this is very important and gives us great satisfaction, while abroad virtually since the brand is immediately liked, in particular has found a place in Holland and now we are working for England market.
I have seen that the prices of Concrete are absolutely exceptional, compared with a product that has not
no way inferior in quality and design more famous brand. How do you do?
Each brand has its own recipe with the secret ingredient, even Concrete.
After 11 years in the business we have built a know-how for what concerns the production and not only that, this has helped us a lot since that 80% of the work is done by us owners.
We almost automated much of the work and today the technology, if properly used, you will save without lowering the quality of the product, knowledge of fabrics and their processing if well managed bears fruit.
Which or what are the brands that are inspiring?
We analyze thousands of brands every month, mostly unknown brands and designers, who for the style those for communication, but I must say that most of the ideas come from what we see worn by people every day, in the street, on the subway, at the bar or nightclub, without even knowing what brand they belong, in a interview with Tom Ford said: “i love watching how people combine my pieces with their wardrobe creating their look, their style and not those who buy my looks already combined “and this is a bit our philosophy.
Where do you get the inspiration for your collections?
The sources of inspiration are varied and unusual, the latest collection, especially the basic, takes inspiration from the NCIS TV show from here the collection with graphic CNCT Concrete Clothing.
Looking at the show this logo so big and intrusive hit us and since it is a style even in the trend we decided to use something similar in caps as in sweatshirts.
On this occasion we say hello the great Italian-American Series, DiNozzo, although mainly wears Burberry we hope one day to see him wearing a CONCRETE clothe.
In the first collection we saw t-shirts, sweatshirts, caps. How it will evolve the brand?
The intentions of putting upward a total look there, but like all things it takes time to do everything and then end up doing nothing!
We want to concentrate on what we do best and put garments a bit ‘at a time trying to get them with style and good.
We hope to present Next Capsule collection with the inclusion of some pants for him and for her and some particular accessory …
If you were to introduce the brand to a new store, what are the strengths that would put light on fìto be chosen?
At this time certainly the price / product, and no less the availability of the garments without obligation of minimum purchase, we are talking about ready to delivery products
What soundtrack would you like to use for your first catwalk, or for the inauguration of your store?
Definitely a good dose of rap and dubstep, but ironically would open with a timeless piece like “The Wall” by Pink Floyd.
Which city would you choose to open your first store abroad?
Cities are many, we say it was just a shop would undecided between London and Paris.
OFFICIAL LINK: www.concrete-clothing.com
FOR WHOLSALE ORDERS( ONLY REGISTERED BUYERS ): www.waitorder.com
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