Atlanta based brand We Are The Process just dropped their Winter 2010 collection and, in my opinion, it was just too dope to just throw up some pictures and call it a day. So I reached out to the men behind the brand and was able to put together this short yet very insightful interview, all thanks to their willingness to participate.

Also, I’ve sprinkled some pictures from their newly released range to give you some visual proof of the hotness (thanks to Larry for the photos).

For those that are new to the brand this should be a great introduction and for those that have been rocking with Process, you can expect more of the same: High quality Dirty South goodness.

If you like what you read and see, then make sure you visit THE PROCESS’ website and follow them on Twitter. Also, make your mother proud and subscribe to H1GHER LEARNING*.

*Now.

H1GHER LEARNING: What is your name and role with WE ARE THE PROCESS?

Georgios Saliaris, Designer & Illustrator (Twitter) and Larry Luk, Designer & Typography Bully (Twitter).

H1: What was the main inspiration behind the current range? Seems that things are a bit “darker” this go. Is that just me or was that a desired result?

GS: One theme that we carry throughout our brand is The End (of the creative process). Often times we incorporate elements such as MMXII (2012 in Roman numerals) & an omega symbol into our designs because everything that exists reaches a terminal point. The closer we get to the end, the larger our fear grows. We’re not saying we think the world is coming to an end like the people you see holding the signs saying “The End is Near”. We merely use these phobias to communicate our point of view.

H1: What new techniques or PROCESSES (see what I did there?) have you instituted with the Winter line?

GS: One of the primary mottos for EC Design Co. (our design company)’s exploits is “Experiment or Die” and we carry that notion into the We Are The Process line by trying new ideas & techniques constantly; even if the results never appear on the rack. It’s all part of the learning process. We’ve been in the game for over a year now and we’ve hit our speed bumps but we learn and move on.

H1: What statement(s), if any, were you trying to make with the release of this collection?

LL: Lately, we’ve built on a secondary theme with the brand that involves the team concept. The thought is that we’re all teammates and we share the responsibility of bringing positive awareness to The South. You’ll see that idea visually communicated by referencing classic team sports aesthetics.


H1: Compare this line to your previous outputs: was there a different approach used this time versus the previous times?

LL: Our color palette is significantly muted this time around for a few reasons: 1) We personally don’t enjoy wearing bright colors during the winter months. 2) Our darker themes can be communicated more effectively without the unnecessary use of color. 3) Less is more.


H1: Nice. So what are some underline tones or feelings you want people to feel when they look at this collection?

LL: The three principles behind our brand are proud Americans & even prouder Southerners, but we don’t look the part. Georgios, Jorge (creative guru/photographer), and myself are Greek, Cuban, and Chinese respectively and we use our commonalities & differences to drive the line. We are patriots, but we show it in an irreverent sort of way. Blame it on the punk rock.


H1: What about your brand? Is there a certain feeling you want people to have–other than “Champions of the Dirty South”?

GS: Hopefully our followers from the beginning will notice a semblance of growth with the brand, which will make them want to rediscover our older pieces as well as appreciate our new efforts.


H1: What are your immediate plans for growth?

LL: We don’t care about fast/exponential growth. We care about meaningful growth. We want to make connections with individuals that identify with/and feel like part of the brand.

H1: So…what’s NEXT for We Are The Process?

LL: Keep ‘em guessing!