One-of-a-kind and underground, Benjart Clothing delivers in style and statement. Created by Benjart JB the label designs jackets, t-shirts, watches, hats and sweatshirts in their quarterly collections. With a limited release of 30 pieces per collection, items are quick to fly off the rack. The inspiration to launch a label came after Benjart’s self-designed personal garment pieces began prompting interest and today the label continues to grow in popularity.
What do you think is unique about Benjart Clothing?
Whilst we understand that there are many up and coming UK fashion/streetwear brands, our clothing is taken from more of a psycholigical perspective with hidden messages involved in each Benjart release. Being a personal brand, Benjart is a continuous story which is reflected by an event, situation or an occurance of the brand’s owner. The messages alongside the illustrations enable potential customers to understand the brands psycholigical stance and one of our key factors when releasing our garments are to make the customer have a deeper thought processs.
What are you inspired by and how does the creation process work out for you?
We see ourselves as a product of our own environment and feel it’s important to use and reference factors of everyday life in the pieces that are produced. Whilst we believe this makes us unique it also sets us aside from being solely a “fashion” type brand. The creative process comes across quite naturally to be honest. The hustle and bustle of London life and meeting of different types of people has most definitely had a positive contribution to the creative process of the Benjart brand.
What has been your favourite design to date, and why?
The Favourite Concept in regards to execution has to be the shattered dreams concept. It was borne from the recession, at a time when the economic climate was affecting businesses worldwide, and although we believed the recession could potentially harm our ability to succeed, we knew we needed a more positive perspective to prevent anything hindering the course to realise our goals. The design, executed with a shattered heart was one for both pessimists and optimists. The idea was that the pessimist would not understand the garment or the meaning whilst the optimist will take each individual shattered piece as a collective and “see the bigger picture” which is the heart forming.
As the worldwide recession negatively affected the mindstate of ordinary people worldwide, the design was definitely something that many people could sympathise with.
What can we expect from the Spring/Summer collection?
2010 spring summer has already commenced as far as we are concerned. We re-released our most successful design to date which is “Dead or Alive.” We have also released The Braveheart collection which included light varsity jackets, tee’s sweats, zipper hoodies. Our main focus now is preparing for our pop up store @ THE Nike 1948 store at the end of may. On this weekend we will be releasing our first ever Benajrt hat, which will be available in an array of colours. The hat will feature our Metal encrusted crest and is definitely going to be a key summer accessory.
You often use the rose as a symbol of hope, even though it is usually associated with love. Why is this?
The Rose was initially used in the Dead or Alive Concept to represent life, the vibrancy, and the natural beauty that is success at a time where many external life influences were negatively affecting the ability to build the brand. To us at Benjart we believe that a huge part of being successful includes being able to have dreams and aspirations and “Hope” is most definitely something needed in the realisation of dreams especially at a time when external influences are restricting growth.
Where do you hope to take Benjart Clothing in the future?
In the future we will hope to have spread our garments and messages throughout both the UK and European markets. We would also like for our customer base to have substantially grown which we are confident in happening. We also hope to be able to divide the brand into divisions enablling more higher end type products and imagery to be released and maybe bespoke one of cut and sew pieces for our core customer base.
http://www.benjartclothing.com/
http://twitter.com/benjartdreams
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