It's A Lifestyle x Sincerely Hogwash
It's A Lifestyle: When did you guys start Sincerely Hogwash? What were the circumstances surrounding that?
Sincerely Hogwash: Oh man. This one is a doozy. S.H. was born in Honolulu, HI in 2004. This was around the time I met Eric. I was customizing my kicks at the time, and a mutual friend liked what I was doing and introduced me to E. After some talks we made our first concious decision to start HOGWASH. We put together a couple of really rough designs and printed our joints by hand on my ex girlfriend's lanai (balcony in Hawaii). Anyway, tons of shitty shirts made later we got into our first shop called SRS in Honolulu (RIP). At the time they carried SSUR, Nike, Swagger, vinyl figures, etc. A really nice shop. Big ups to the SRS fam. Jon, Yuki, Steve,and Young Justin of KICKS/HI fame for putting us on. After that its been a bumpy road of ups and downs. We love it.
IAL: What is the significance of the name?
SH: I don't know if you remember, but do you remember that Wu tang interview on MTV in the early 90's when they asked what the 36 chambers meant and each member had their own little philosophy? Sometimes I feel like that[laughs]. If you asked Eric what it meant, he might tell you some other shit. Its always cohesive though. Sincerely Hogwash is a name that reflects the shit that we are fed on a day to day basis. Not even just clothes, but everything. A lot of the time it's trash. To me, Sincerely Hogwash is the release. We wanted to do quality stuff, well thought out, with some weight behind it. No all over prints for the hell of it. And no 50 dollar logo shirts.
IAL: Are there any values or attitudes you are trying to express through your line?
SH: Yeah. Each design is focused around one of the three principles "MONEY. POWER. REFLECT." You gotta stop and think about whats going on sometimes.
IAL: I personally love the Flightman-inspired "Get Fly With Me" tee. What is the process like, from getting a great idea to putting it into production? How many ideas make it to the production phase, as compared to those that don't?
Sincerely Hogwash: Oh man. This one is a doozy. S.H. was born in Honolulu, HI in 2004. This was around the time I met Eric. I was customizing my kicks at the time, and a mutual friend liked what I was doing and introduced me to E. After some talks we made our first concious decision to start HOGWASH. We put together a couple of really rough designs and printed our joints by hand on my ex girlfriend's lanai (balcony in Hawaii). Anyway, tons of shitty shirts made later we got into our first shop called SRS in Honolulu (RIP). At the time they carried SSUR, Nike, Swagger, vinyl figures, etc. A really nice shop. Big ups to the SRS fam. Jon, Yuki, Steve,and Young Justin of KICKS/HI fame for putting us on. After that its been a bumpy road of ups and downs. We love it.
IAL: What is the significance of the name?
SH: I don't know if you remember, but do you remember that Wu tang interview on MTV in the early 90's when they asked what the 36 chambers meant and each member had their own little philosophy? Sometimes I feel like that[laughs]. If you asked Eric what it meant, he might tell you some other shit. Its always cohesive though. Sincerely Hogwash is a name that reflects the shit that we are fed on a day to day basis. Not even just clothes, but everything. A lot of the time it's trash. To me, Sincerely Hogwash is the release. We wanted to do quality stuff, well thought out, with some weight behind it. No all over prints for the hell of it. And no 50 dollar logo shirts.
IAL: Are there any values or attitudes you are trying to express through your line?
SH: Yeah. Each design is focused around one of the three principles "MONEY. POWER. REFLECT." You gotta stop and think about whats going on sometimes.
IAL: I personally love the Flightman-inspired "Get Fly With Me" tee. What is the process like, from getting a great idea to putting it into production? How many ideas make it to the production phase, as compared to those that don't?
SH: Thanks man. That idea did come out very nice. Actually, that design is inspired from one of my favorite joints I picked up a few years back at Fruition-LV. Big ups Chris. We flipped it, because as much as I love the dopeness of some crisp J's on my feet, I gotta realize that shit ain't cheap [laughs]. His Airness is getting PAID! We actually come up with a lot of ideas that never make it. That's great though. It means the creative process is healthy. Selection usually depends on the feeling of line. What is the main focus. This new line we are working on is completely focused on an era. So we had to put some ideas on freeze because they just weren't meshing wit the concept.
-Ryan of Sincerely Hogwash
IAL: What do you guys do to stay creative and original in a market such as streetwear, where over-saturation is becoming an issue?
-Ryan of Sincerely Hogwash
SH: You ever see the movie "Lucky # Slevin"? Its all about the Kansas City Shuffle. "Everyone looks left. You go right"
IAL: Where does alot of your inspiration come from?
SH: Everywhere really. I fucked around with skating. Eric skated and surfs. We party. We laugh. We definitely love this industry, so that is always a motivating and inspiring factor.
IAL: How do you think being from the Left Coast has had an impact on Sincerely Hogwash?
SH: Well me being from the Left allows me to see things first hand. A lot of brands are born over here. I'm able to get shit done a lot quicker too.
-Eric of Sincerely Hogwash
IAL: What do you guys have coming up on the horizon?
SH: Really man, we're just pushing along; doing what we love. Project wise, our new 2007 line entitled "SPICOLI'S REVENGE" is being finished up. We have a mixtape situation that is also being worked out. Expect cut n' sew and hats in the near near future, and we're building upon our site so please be on the lookout for that.
IAL: Describe yourself in five words.
SH: IT'S A LIFESTYLE SINCERELY RYAN. I don't know if that makes since, but it sounded good [laughs].
IAL: Musical rotation?
SH: Lately I've been banging a mix. Bay Area bangers. Keak Da Sneak. Prince. Little Brother. Best of Tribe [Called Quest]. A little old with some new.
-?uestlove getting his Money, Power, Reflect on.
IAL: What kicks are you rocking right now?
SH: I've got a small collection of Vans Sk8 Hi's and Eras. I've been rotating those joints out. Supreme Chukka's, W)Taps Sk8 Hi's, Loomstate Sk8 Hi's.
IAL: Any shoutouts?
SH: In the famous words of Wyclef-Jean, "To all the girls I cheated on before, ayo its a new year!"
IAL: Where does alot of your inspiration come from?
SH: Everywhere really. I fucked around with skating. Eric skated and surfs. We party. We laugh. We definitely love this industry, so that is always a motivating and inspiring factor.
IAL: How do you think being from the Left Coast has had an impact on Sincerely Hogwash?
SH: Well me being from the Left allows me to see things first hand. A lot of brands are born over here. I'm able to get shit done a lot quicker too.
-Eric of Sincerely Hogwash
IAL: What do you guys have coming up on the horizon?
SH: Really man, we're just pushing along; doing what we love. Project wise, our new 2007 line entitled "SPICOLI'S REVENGE" is being finished up. We have a mixtape situation that is also being worked out. Expect cut n' sew and hats in the near near future, and we're building upon our site so please be on the lookout for that.
IAL: Describe yourself in five words.
SH: IT'S A LIFESTYLE SINCERELY RYAN. I don't know if that makes since, but it sounded good [laughs].
IAL: Musical rotation?
SH: Lately I've been banging a mix. Bay Area bangers. Keak Da Sneak. Prince. Little Brother. Best of Tribe [Called Quest]. A little old with some new.
-?uestlove getting his Money, Power, Reflect on.
IAL: What kicks are you rocking right now?
SH: I've got a small collection of Vans Sk8 Hi's and Eras. I've been rotating those joints out. Supreme Chukka's, W)Taps Sk8 Hi's, Loomstate Sk8 Hi's.
IAL: Any shoutouts?
SH: In the famous words of Wyclef-Jean, "To all the girls I cheated on before, ayo its a new year!"
posted by Eric @ 9:48 AM
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