Screen Shot: New Truth

City Based: Hitchin, UK

What inspired the brand name?

Going through difficult times.

I had the idea behind the brand for a while before I even decided to make it a brand. My 20s were a difficult time, as it were for many of those around me. When I reached the end of that road I felt as if the person I once was is now completely dead. I had become this new stronger more confident person because of overcoming my struggles.

So, I had the idea I wanted represent this progression in my life in someway but wasn't sure how. I had been making music for many years prior to this brand and that would have been my usual outlet for such things but it just didn't feel right this time, like I needed to do something else.

At what moment did you realize you wanted to start a brand?

I was at a festival near to me in Cambridge, U.K. called Strawberry fair. It's an old hippy festival.

While I as there I noticed that everyone was heavily dressed in high fashion brands. Now this isn't anything new in the U.K. ever since I was kid I remember people wearing Burberry, Moschino etc... but it was just something different about this day.

I paid a lot of attention to the items they were wearing, like 1 or 2 colour screen printed t-shirts with a logo and design on it. I just thought I can create these, I can do designs, I can market and I know about branding. Then it just clicked, why don’t I put that concept I’ve been wanting to work on into a clothing brand. Then that was it.

What helps you get over creative blocks?

Often when I hit a brick wall I find the best solution is to take a break from the project for a little while and work on something different.

Then when I reproach the project I tend to look at different influences to what I was previously looking at and basically take the project back to the drawing board. I'll scrap the way I was trying to develop the concept and tackle it from a completely different angle.

I find this is my best working solution because if I'm spending so much time trying to develop a concept that isn't working, at a point it just becomes unproductive and time is being wasted . Best to just start again and keep things moving

What is the biggest mistake you have made?

Making too large of an order for the first release. I was trying to hold back and not spend too much but just didn't hold back enough.

I did however turn this mistake into a positive. So, instead of using a printing company who have a MOQ I taught myself how to screen print and got signed up with a wholesaler for the blanks. Now I can control exactly how many items I print and it helps keep the cost down, which is always a positive.

What is the biggest success you have had?

I'm not sure if I'm honest, the business is still in its infancy and not at the level I aim to achieve.

Perhaps from an outsiders perspective there are certain successes I have achieved, as it's often easier for someone viewing to see such progress but for me every step is just another building block to my end goal.

A SOURCE OF INSPIRATION PEOPLE MAY FIND WEIRD?

I don’t think I have one that is particularly weird. A lot of my influence comes from growing up in the 90s and the general streetwear and high fashion scene.

I guess I take a lot of influence from typography and layouts in adverts, posters and general graphic design I see in my day-to-day life but nothing that unusual I’d say.

Favorite color to use?

Black. I think working with black is always a really good starting point, well black and white to be precise.

When working on a design I will start off with black and white. I think my designs should be strong enough to carry themselves with just those two colours, then the addition of any extra is an added bonus to the design.

ARE THERE ANY RETAIL SHOPS YOU WOULD LOVE TO SEE YOU BRAND IN?

Selfridges, END. would be pretty good.

ANOTHER BRAND THAT INSPIRES YOU AND WHY?

Iceberg.

This brand always takes me by surprise, I love looking at their latest collections, they’re a huge source of inspiration.

I feel they are always pushing boundaries and design techniques, just doing things I haven’t seen before. A lot of brands while I still like them can be a bit predictable but Iceberg always seem to be coming with fresh, vibrant and creative ideas.

WHERE DO YOU SEE YOURSELF AND THE BRAND IN 1 YEAR AND 5 YEARS?

In 1 year I would like have developed a solid process and system for getting releases out on a continuous basis, without jeopardising quality. To have my social media strategy more defined and be outputting more content of a higher standard.

In 5 years I would like to have the business in a healthy financial situation and to have built a strong community around the brand. I would like to be more competent with designing clothes and working with manufactures, as well as having my screen printing and embroidery skills at a professional level.

Overall goal, have everyone wearing New Truth!

IN 5 WORDS OR LESS DESCRIBE YOUR BRAND?

Making negatives a positive