Originally from South West England, the independent selling brand
started as only a set of garms for the local snow team to rep as they partied
on the slopes of Les Arcs 2 years ago. Now, as the brand smashes festivals,
beach parties and mountain top raves, the small roots that started Entirety
Clothing have suddenly blossomed.
Spending 6 days in the mud with the Entirety team at 2000
trees festival, I found out why the brand is avoiding the repetitions of
today’s trends, and what makes them different from other independent labels in
the UK...
·
So
Entirety Clothing – who/why/where/when?
"Entirety started in the best bedroom ever. It was pretty big,
double bed, movie posters, projectors, temporary shisha joint, we even had a
skate competition in there once. After
releasing the first tee for the snowboard trip that room is where the ideas
flowed and concepts began. Oh and I’m Ross Silcocks and that room was in the
town of Cheltenham."
·
I
swear everybody seems to have a clothing brand these days – what’s your view on
the idea?
"I’ve seen so many start and fail,
some with great ideas and some horrible ones. If a person sets out to create
something that they truly believe will work and have original ideas and
concepts then I’ll be fully backing them up and might even buy that shit
myself. If someone wants to start a company and put their white logo inside a
red rectangular box or release a top with an upside down cross then I’m taking
72 steps back. (that’s my favourite number)
Take inspiration, not ideas."
·
With
todays trends riding the wave of religious blasphemy and mixing it with tie
dye and neon – why is entirety bringing something different?
"It’s something we just want to stay
away from. We’re still going to create graphically rad garments that people
want to wear, we’re just not going to do it following any current guidelines or
rules. Those tie dye t-shirts will be
sitting in your cuboard ready for you to smash out at a 80’s fancy dress night
next year. I guess what I’m trying to say is that Entirety is just… Entirety,
and people seem to be loving and respecting that."
·
What
tips would you give someone trying to start their own brand?
"Don't let yourself get
attached to anything you are not willing to walk out on in 30 seconds flat if
you spot the heat around the corner."
·
As
future plans include kitting out snow teams, metal bands and DJs – what’s next?
"We want Europe, that’s our next step, Britain’s going well for us and we want to establish ourselves in the big cities. Our marketing strategy has been completely underground since we began. Next year we’re going to support stores that sell independent brands. We’re not paying to advertise in magazines that girls get their boobs out, when someone buys something from Entirety they’re investing in the company so I don’t believe their money should be thrown around like that. I won’t be naive and say it’ll never happen, but certainly won’t within the next few years. We’re taking our own route. Also I’d like to state that boobs are pretty awesome, once a chick in Israel had a meeting with a Hezbollah rocket, it blew up and shrapnel hit her in the chest but was survived because 2 years prior she had a boob job. The implant didn’t make it but I hope she framed that shit. But seriously if any reader knows an artist, illustrator, designer, skate/snow enthusiast, musican or anyone that could bring good things to Entirety we’d love to hear from them. Spread the word!"
"We want Europe, that’s our next step, Britain’s going well for us and we want to establish ourselves in the big cities. Our marketing strategy has been completely underground since we began. Next year we’re going to support stores that sell independent brands. We’re not paying to advertise in magazines that girls get their boobs out, when someone buys something from Entirety they’re investing in the company so I don’t believe their money should be thrown around like that. I won’t be naive and say it’ll never happen, but certainly won’t within the next few years. We’re taking our own route. Also I’d like to state that boobs are pretty awesome, once a chick in Israel had a meeting with a Hezbollah rocket, it blew up and shrapnel hit her in the chest but was survived because 2 years prior she had a boob job. The implant didn’t make it but I hope she framed that shit. But seriously if any reader knows an artist, illustrator, designer, skate/snow enthusiast, musican or anyone that could bring good things to Entirety we’d love to hear from them. Spread the word!"
As the company frequently works with students all over the UK, Entirety Creatives was established as an online platform for students and artists to display their work alongside the Entirety clothing website, expanding the Entirety family. For the SS campaign this year, EC used illustrator, Jayme Tobin's work for the brand's print design, and festival/events guide.
Illustration - Jayme Tobin (goldenfolicle.tumblr.com)
Design - Beth Carpenter (cargocollective.com/bethgcarpenter)
Check out the brand @
By Beth Carpenter
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