So you wanna start a streetwear brand, eh?

Hopefully you’re taking notes (and visiting H1GHER LEARNING often) and not just throwing your money down the drain trying to create the next Mishka overnight. In my year long exploration of Southern streewear clothing and culture I’ve noticed some interesting trends that the more successful brands exhibit. I’ve decided to post five key points that I’ve stumbled upon, and am actively trying to incorporate in my work, by studying the efforts of others.

They just might work for you too!

1) They make good stuff.

PRIME EXAMPLE: Fli Pelicans

This should go without saying but because I’ve seen some pure garbage being put out under the “premium streetwear” moniker I felt as if this needed to be address. And what’s up with everyone making “premium streetwear” anyway? It seems to me that if the majority of your range isn’t cut and sew then you should probably leave the “premium” off. Besides, what’s wrong with REGULAR streetwear? Anyway, in my opinion, the first step in gaining recognition as a clothing brand is to make quality clothing (duh!!). Cutting corners and saving money are two totally different things so try your best not to get confused.

I like what these Fli Pelican guys are doing in Atlanta. Part of the reason they have been able to build such a strong fan base is because their hand screened tee shirts don’t bust after the first wash. Plus they offer a variety of products with a complete branding mechanism that works for the crowd their cater to. Having big ass chains doesn’t hurt either…

2) They’re ready for their close-up.

PRIME EXAMPLE: Chilly-O

Successful brands understand that there is more to becoming a great clothing brand than great clothing. Image is everything. Especially in this digital age in which most people’s first contact with you is going to be via computer–you gotta make sure you’re looking snazzy. Does that mean you need a $15,ooo website before someone will take you seriously? Not at all. But using a MySpace page as your official website just isn’t gonna cut it, bruh. Not if you’re trying to land some “premier” accounts (see what I did there?).

The building of a brand is all encompassing. There are so many things to consider when you’re trying to distinguish yourself from the multitude of companies trying to be seen by the same eyes. This point should have probably been first but as long as this is a constant concern that’s handled correctly, you should be fine.

Chilly-O makes dope clothing but over the last couple of months they’re really getting their camera work on. Case in point the awesome mini documentary they’re doing featuring underground rapper Gripplyaz.

3) Their price points are ON point.

PRIME EXAMPLE: Jonathan Da Lynn

It’s not something most people readily understand but it is something all up and coming brands need to pay more attention to. When you put a price on your goods and services you are, even if you don’t realize it, setting a value to which your consumers have to respond to. You say your tee is worth $40? Then you better be using a high quality shirt. And at that price, a shirt that weighs a ton because you used 10 pounds of ink is completely unacceptable. Get a better understanding of what you’re consumers want, how much they are willing to pay, as well as image you’re presenting them before you just start printing $100 sweatshirts, Cowboy.

Every hat created by JDL is custom made to his specifications. While that kind of product is usually on the expensive side, his price points aren’t ridiculous–which is pretty awesome. [By the way, I interviewed him a while back--if you want to read it, go here]

4) They have a story to tell.

PRIME EXAMPLE: GRITS apparel

First of all everyone is influenced by somebody so I won’t kill someone over that. But every so often I come across some brands that just doesn’t seem to have a direction for their work. Here’s a clue, if your bio says something about being “more than just a streetwear brand” chances are you ain’t ’bout that action. “Being different” does not make you a successful brand. You make tee shirts. Ok, I get it. Stop pretending that you’re the second coming of Ralph Lauren. Sit down, take some time to think about WHY you’re doing this and WHO you’re doing this for and I promise you’ll be in better shape this year than you were last year. Always be telling YOUR story and not creating a brand based of the exploits of someone else.

The South + Houston + grits. Sounds like a delicious combination of elements for a Southern streetwear brand to me. That’s what drew me to Grits in the first place!

5) They have a life beyond their computer.

PRIME EXAMPLE: We Are The Process

You can’t expect to get on if you don’t travel outside of your city. 2010 was most enlightening year I’ve had dealing with the streetwear sector and the results were great because I got out and met people. I visited stores and brands in their natural element and was able to communicate with them on a level that email just can’t copy. Besides, it’s easy to ignore someone’s email or reply on Twitter but it’s hard as hell for someone to play you when you’re standing two feet away from them.

Besides the “internet gangsta” factor, meeting people face to face is the best way to make friends. Shaking hands, sharing stories and libations–that’s how you make create a network and influence people. If you have that certain je ne sais quoi make sure you get out there and connect with your peers. Your passion might get you places that your website can’t.

Just take a look at the brands that you admire: 9 times out of 10 they’re hosting parties, or concerts, or at trade shows. They are doing something to get the word out on their brand. This year, I’m going even harder in the paint in this regard (see: The Big Mix) and I’d advise you to do the same.

By studying the practices of brands you admire, maybe you can improve your brand’s position in the game. I’m always looking to learn tips and techniques that can get me closer to my goals.