Dope Ambition EXCLUSIVE Interview: LONG Clothing

There are plenty of brands who have dipped their toes in the unisex waters, test driving the style like the latest fad in cars before usually ditching it altogether and returning to the comforting confinements of women’s and men’s separate-but-equal clothing. While unisex clothing might seem like the easier route to take when it comes to pieces like Ts, there is a reason why only a few brands have been successful at doing so.

An equally appealing unisex T is somewhat of an art that London-based brand LONG Clothing has mastered. Started in 2008 by young designers Gareth Emmett and Rhys Dawney, their T’s feature everything from artwork collabos with record labels to droopy smiley faces comprised of ironic shapes. One of my favorites is the black T with a sad face, and the eyes are dripping hearts.

The androgynous appeal of each T is maintained across their entire collection, which, says co-founder and director Gareth J. Emmett, is meant for those who “have the confidence to be different.”

I caught up with the man behind this brand of Ts and epic London parties and asked him 5 questions to get a better feel for LONG. With 30 stockists in places like OAK here in New York all the way to Denmark, Singapore, Japan, France and Australia, the scope of dope for LONG is a global one.

Check out the interview below the pics, and make sure to stop by their online store or one of their dope spots around the globe, or if you’re into creeping on facebook, they’re on there too.

1.) How did the idea to start LONG come about? Was it a “night at the bar” drunk kind of idea, or was it carefully thought out and planned? How do you and Rhys know each other, and how do your personal tastes come through in the Ts?

We sculpted the brand completely around our own tastes. We wanted to create something that we ourselves wanted to see at the time and that was the whole premise behind LONG. Nothing was planned as such and the brand has taken on a life of its own over the course of its existence.

2.) Why unisex? Did you choose to do this because you think unisex clothing appeals to a certain type of audience? Who is your client/customer, or who wears LONG? What kind of attitude do they have?

We always wanted our brand to have an androgynous feel to it and that’s why we try to keep our clothing design as simple as possible. Our brand seems to have a wide audience made up of a lot of different people so it’s hard to say who exactly ‘wears’ LONG but on the whole anyone who has the confidence to be different.

3.) How did you link up with Owleyes for collaboration, and why did you pick his style of art? How does the art represent LONG as a brand?

We linked up with Disaro records and Illustrator Owleyes at the end of last year. We’re big fans of the label and have wanted to do a collaboration combining music and art for while now. It was a great excuse to get some of the label acts over for a party too!

4.) If your clothing had a soundtrack, who would be playing?

At the moment it would have to be our new favs from Japan, Plasticzooms.

5.) What can people expect in 2011 from LONG? New stores? More collaborations?
Bigger parties?
2011 has already been non-stop, February/March will see our most exciting collaboration yet and also the biggest party to go with it, that’s an exclusive for you. Keep a watch on longclothing.com for more details.

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