We heart Dropdead - An Interview With Dropdead

Written by Joanna Cole | Thursday, March 6, 2008 |

Drop Dead Clothing, found on Myspace at www.myspace.com/dropdeadclothing is a brand that has been lurking around the social networking sites for nearly 4 years.

Founded in 2004 by Oli Sykes, lead singer of Sheffield band Bring Me The Horizon, designing CD artwork he soon developed a love for design, teaching himself everything that has got his brand where it is today.

Dropdead! having just snapped the fashion feature in FRONT magazine and gracing the pages of TUNED are looking forward to another successful year developing their brand and expanding the products they are supplying the kids.

“We have a whole new range and website coming really soon, and we have stuff like shoes and jeans on the way! The cool thing about Dropdead! is that it’s constantly growing! I try and get new tee shirts out every couple of months!”

The brand is closely linked with bands and artists and has clothed the likes of Lost Prophets, Kano and Gallows to name but a few. They also sponsor friends’ bands and promote them on their Myspace and website by blasting out their latest fave so you can’t help but be sucked in to the whole vibe of the brand.

“Yeah we sponsor a lot of bands, music is what I love so I wanna try and get other bands involved with the clothes that I make! Now we have bands on there that I’ve looked up to as a kid and it’s amazing to see them wearing my clothes. We have bands like Lost Prophets and Gallows. I like to sponsor a lot of my friends’ bands to; we have bands like The Secret Handshake and Furthest Drive Home!”

When we asked Oli how he would describe Dropdeads’ style, he stated that it’s an extremely personal range, the style changes as his personal style evolves. Along with shopping online and through Myspace retailers, Oli likes to travel and mixes his style with pieces from the US and Japan. Looking at the range of Tees on Dropdead! you can clearly see how eclectic and constantly evolving their personality is. From the infamous ‘Fresh Till Death’ tee sported by Kano to The Dish editors absolute fave printed tee of 2008, seen here the ‘Eagle Tee’ is bloody wonderful, with its fresh design and unisex style we think you should all snap this one up!

When Dropdead! started in 2004 Myspace retailers were few and far between but as the popularity of social networking sites grow, more and more retailers and brands are leaping on the bandwagon. Myspace is now a hotbed of fashion activity with small designers launching their own shops and boutiques advertising their ranges, Oli recommends Dim Mak along with smaller boutiques off Carnaby St. London.

“There is a company on myspace called Dim Mak, they have some really cool stuff! There are also a lot of small shops on Carnaby Street in London that have really cool stuff there is one called hide out, that place is awesome!”

The fashion magazines and bands are really paying attention to Myspace and Facebook these days and it is clear when you ask brands like Dropdead! about how Myspace has fuelled their press coverage, that the ability to reach so many people with such little cost, is helping to give these small companies longevity in such a fickle business. The guys have just had Hadouken model their tees for a feature in FRONT magazine and have been mentioned in Big Cheese and Kerrang!

With music dictating a lot of our scenes and fashions these days we asked Oli about the stigma surrounding such scenes for example emo and indie.”Every type of music has a fashion scene; it’s just the way it is! Some scene’s try and deny it but its true! It’s always been like this; it seems that a lot of people are way more narrow minded about it now.”

Dropdead! can be found on Myspace (click here) and on their website www.iheartdropdead.com.

Hope on over to their site to see the best in youth fashion and design.

P.S Check out their Dropdead! chains – their awesome!

To view the full interview transcript click here >>>>

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• MySpace set to launch music service
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• Keane’s New Album Will Be Tasteless
• Tatty Devine launches the Ace Customer Club
• New Direction For Patrick Wolf
• Sass and Bide launch S&B Vie
• There’s a Light That Never Goes Out (Anberlin)
• Captain Absinthe Presents… The Current Status of Music – Who’s Hot & Who’s Not
• Staring At The Rude Bois (Gallows ft. Bizzle)

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