EverydayVillains.com

You always hear designers talking about how they become inspired for their upcoming seasons. “This season began with a meditation on color and time … blah, blah, blah.” As much as I would love to say that’s not the case for Everyday Villains, it kind of is.

We took a long look at the state of streetwear, urban fashion, athletic apparel, shoe design and most importantly American culture. We’ve never been one for the whole “Skittles Kid” Fairfax look. Yes, there are great designers out there killing it with that look, but that’s just not us. We made a conscious decision to bring our color palette down a level and bring things back to basics.

“Hype” is an important word in our industry. Certainly we see it in the form of numerous websites like Hypebeast, Highsnobiety, SlamXhype, CtotheJL and others that strive to be just like them. Through “hype” millions of dollars worth of streetwear and urban apparel are sold on a monthly basis. Brands are built overnight as people who would never have exposure to them are instantly immersed.

But then what is the end result? Kids run rampantly through the streets of Fairfax, Melrose and Rosewood Avenue in search of the latest piece to add to their collection of clothing for no better reason than to say “I GOT IT!” Then as soon as the next big thing comes around, their amazing purchase is pushed to the end of the closet and forgotten faster than 10th grade algebra.

This sort of rampant reward-shopping is as far from the customer we envision as possible. That’s why with our second season we strove to make simpler, design-focused apparel that would be wearable whether it’s 2008 or 2012. We’ve carefully chosen our graphics, blanks and overall aesthetic to stand apart from “hype” to focus more on quality.

We hope our hard work and effort is seen as just that, instead of just another company trying to cash in on the “hype” game. We know whether we sell 10 shirts or 10,000 shirts, Everyday Villains will continue to make clothing the way we see fit.