I spent a lot of time these last few years starting a new project then pausing to ask myself why?
The habits left by 20+ years of designing on a schedule made to meet the constant demands of the market drove me to action, but I had to hold back because I felt a lingering dissatisfaction with my past “successes”, even though by most accounts, including my own, they were considered successful.
I realized that part of my motivation to create sprung from the opportunity to commune around ideas. At 10.Deep, Akademiks, PRPS,... there were ideas that motivated the work I’d done or helped realize, but they were often pushed so far to the background that they were missed by most of the community that celebrated the work.
Rather than build another brand that would be read as 10.Deep v2.0, I decided to do my best to foreground the ideas behind the work I had been doing so that I might satisfy that lingering desire to commune over the ideas instead of the things.
Despite the fact that I’m not a writer, I recently posted the first of a series of pieces that point to some of the thinking that has driven my participation in the lineage of subculture that was once called “streetwear”. The writing is a piece of a wider practice that also includes some apparel making, but for now, it’s the clothing part that exists in the background (waiting for y’all to find it), while the writing and ideas lead.
LINK IN BIO
Nah. Nope. Not me.
Maybe I’ll tell more of the end of 10.Deep story one day, but today is not that day. I’m thinking about the future and the present, but not whats past.
You can send me screenshots of your favorite comments though because I like a good chuckle. HaHa.
Shouts to what was, shouts to what will be. 🫡🕊️
I can’t tell if this is a new chapter, new volume, or a whole different story. 🍻Heres to whatever new adventures this brings. Turner Sasso, November 4th, 2019. Lets f—-ng go!!🎊
Today in archive building: 🕊 @Davemerica comes through with the clutch find. +1000 bonus points🏆.@10deep x @KidCudi #AKidNamedCudi - 🔦🔍Now who has the first 10.Deep tee?
Anyone who knows me can attest, I've been looking for a way out of streetwear since the 90s. I’ve stuck around because of a combination of good luck, bad luck, obsessive work habits, and because in truth I’ve loved the culture way more than I pretend to hate it.... Ok, its not pretend, but the scale balances out in favor of the love part. That, and how can I give up on the fountain of youth that this culture has provided me? Being around the young homies keeps my old ass youthful, that is the secret for everyone who keeps asking. And to the young homies scared of getting old, there's nothing to fear as long as your youth isn't your only weapon, joy can carry you forward too. Sidenote, those things on my face are the sunglasses we’re dropping with @Akila.la this weekend. They hide crow’s feet.
