We caught up with Iain, one of the founders of Seventyseven – a music inspired streetwear label that has just landed at USC! Find out how he got started, what his typical day consists of and who he’s been listening to in 2013…
Q1. Hey Iain, we’re all really excited to welcome Seventyseven to USC! Could you tell us a bit more about the brand and how you got started?
Sure, Seventyseven is a music inspired mens streetwear label and the truth is we sort of fell into it really! It all started out at uni - just a couple of mates designing tees on a casual basis for ourselves & friends. It all developed quite accidently into a full brand - a few great independent stores took a risk & bought into the label from the outset (who we still stock today). Fatboy Slim picked up on our very first collection which gained us some great coverage, we ended up doing a couple of trade shows followed by the Clothes Show Live & before we knew it things took off big time - we were doing it full time & here we are today!
Q2. What’s your typical daily routine at Seventyseven?
A typical day for me starts about 8.30am with the morning cycle commute into the studio - I really value this time as good thinking time & a chance to mull over what needs to be done that day/week & future projects. Within 5 minutes that whole plan has normally gone out the window though as most of the morning is taken up dealing with emails from suppliers, web orders, enquiries plus anything else that has cropped up. Most afternoons I try to dedicate to design - usually photographing product, editing shoots, putting together mailouts, website updates etc then its on to trend analysis, range planning & finally trying to keep a couple of hours free to actually design some gear! There's not enough hours in the day tbh.
Q3. If you weren’t doing this, what alternative career do you reckon you’d have?
I'll always be a designer... it's one of those things you just can't help. On the creative side if I wasn't doing Seventyseven then I love sneakers & shoes so always wanted to be a trainer designer - luckily i've been able to dabble in this recently so watch this space! Away from work my passion is anything on 2 wheels - i'd love to ditch the laptop & iPhone for a few months & tour the world on my motorbike. I'm talking real adventure motorcyling too - scratching through Mongolia, Siberia, Alaska etc would be truely amazing. One day i'll drop it all & just do it!
Q4. We love the current competition to win an impressive VIP trip to Ibiza - how did your collaboration with Cafe Mambo come about?
Yes, we've managed to put together a nice little package for the winners - perfect to get the party season started! Cafe Mambo Ibiza just contacted us out of the blue a few years back now... I think they'd seen some of our designs on various DJ's etc so we came up with a smart collaboration t-shirt print for their staff & it has just developed season on season from there. We're heading into what I think is our 5th year working with the iconic Mambo now - doing fresh designs each season for staff, DJ's & also their boutique stores. It just seemed like the perfect partnership with us both having the same laid back approach & passion for music. I'm just starting to look at ideas for the 2014 season so I'm sure it'll be stronger than ever!
Q5. Music is obviously a huge inspiration for the brand, who have been your favourite acts of 2013?!
Wow, tough question... we listen to such a mixed bag of tunes these days, literally anything goes. At the moment we're struggling to get Seventyseven sponsored artist Jon Kennedy off the studio speakers (checkout his 'Seventyseven Friday Mixtape' on our blog) - if that doesn't make you want to get up & dance at the end of the week then nothing will! If we're talking a little more mainstream then you really can't go wrong with Daft Punk. Pure class.