CREATING THE GOODZ SHOWCASE #4 - PETE LA CHIC OF FOR THE HOMIES
We recently caught up with our homie Pete Le Chic of For The Homies for an interview as part of this instalment of Creating The Goodz.
Before we jump into the interview, for those that are not familiar with Pete or his brand we present the background story of For The Homies…
A bridge between menswear and streetwear with signature custom designs, tailored garments, graphic tees and accessories, the brand is the vision of director and founder Pete Le Chic.
Most streetwear labels venture into cut and sew clothing design in order to keep their t-shirt brands in the game, but this is where For The Homies got their start.
Pete’s first ever dream job was to be the artist who made the art for skateboard decks. At age 18 he realised this dream by working for a skateboard company that gave him his first opportunity to begin working with clothing, pattern makers and manufacturers. Through this he found a love of designing and went on to become an apprentice tailor for 2 years where he began sewing clothes. He was making streetwear, but using the tailoring techniques he was learning in his apprenticeship with a vision that there was a better and more interesting way to construct clothes than the mass produced way.
Since all the clothes he made were starting to pile up he decided to give them to friends, who happened to be artists, DJs and musicians. With the exposure of this small group Pete was contacted to see if he wanted to sell some of his clothes, and For The Homies was born in 2006.
Choosing never to sacrifice on quality the production is managed by like minded and passionate manufacturers in Canada, USA and Japan. Each release is heavily influenced by Pete’s personal experience, his love of art, skateboarding, graffiti, street culture and particularly by music.
For The Homies has never been a brand for the masses and is distinct in its visual identity and culture, creating an “insiders club”. By bringing people together it has paved the way for a flourishing niche.
Yo Pete, thanks for joining us homie, for the latest instalment of Creating The Goodz. Tell us about yourself, as well as your history as a creative and the path that got you to where you are today?
My first memory is going to the national gallery with my little textbook with He-Man on the cover and drawing as many paintings as I possibly could. Plus the sheer amount of weirdos wanting to look at my drawings, who know where my parents were!? I was especially drawn to Picasso, I don't know if it was more the colour combinations or the abstraction but, ‘Weeping Woman’ is still one of my favourites to date.
At around 8 years old, in 1988 I found skateboarding. That freedom of being on the streets and the rebellion that comes with it has led to that downfall for the rest of my life haha. The discovery of the art, music and the introduction of style changed everything, I wouldn't be the same person without it. Off the leash!
Can you give us some insight into your creative process?
I'm heavy on research, if I'm not learning while I'm working how much can I enjoy and take away from it? Every collection has a starting point theme. For example, the next season is based on the West Indies cricket team touring Australia. Viv Richards and Curtly Ambrose cap titled, dripping in gold and looking so cool even on the pitch. It was my introduction of style in sports, all pre NBA. the next game changer…
Any memorable projects or clients through your journey over the years that instantly come to mind?
My favourite tshirt is the Wu Tang/Metallica FOREVER. That was initially for A New York Thing, then that brand went under. I sat on it for like another 4-5 years before coming out simply because I thought people wouldn't get it. There are no bad ideas but, there's bad timing and bad placement- for example not putting something out in the right lane where the correct audience will understand it.
For any creative inspiration is a major influence on our mindset and part of the projects and work we produce. What influences you and your work especially when it comes to the label?
Simple, hate and anger. Not really, but there's still a part of me that thrives on it. These days it's more so trying to be better than the last time in anything I do. That's my only goal. Even if it's a small improvement and I notice it, that's enough. That comes down to planning and organising thoroughly.
“Just watch my back, I got the front, yo” Mobb Deep
With your label For The Homies from memory, my first interaction with the label was seeing your Homies, Lovers, Friend Tshirt back in 2008 in your eyes what do you think has given your brand such long longevity and what could you recommend to other brands owners?
I can’t stress this enough, you’re not competing with any brand or anyone but yourself. The next guy is always gonna have a bigger budget, more talent or more connections. Do better than you did last time and get your skills up. Find people you admire and ask questions, then put it into practice. Everyone wants to be the Supreme or whatever but, you can only be you.
Photo accreditation & sources: For The Homies, Up There Store.
DOCTORDBOE - TRIPLE TROUBLE - TEAL & GOLD EDITION PRINTS
The Goodz has teamed up with the infamous Artist & Designer - DoctorDboe for a limited edition of prints.
"Triple Trouble" teal & gold edition of 25 hand-pulled silkscreen prints numbered and signed on SRA3 archival 300gsm paper a tribute to The Beastie Boys based off an original painting of DoctorDboe and the second edition of a run of three in the original red & black colourway exhibited in Trouble Makers 2 Group Show curated by Ben Frost at VS Gallery.
CREATING THE GOODZ CREATIVE SHOWCASE #2
FILFURY
FILFURY is a British artist, designer and director.
A multidisciplinary artist, who’s execution is bold and graphic. Although constantly working in a variety of mediums, there is a cohesion throughout his work that reinforces his creative strength and allows for a deliberate mark to be left. Be it through directing live action, photography, digital art, animation or physical sculpture.
FURY mixes mediums, from live action direction – to installation art, effortlessly swapping from full digital executions to real tactile sculptural pieces. A perfectionist in all realms, digital precision translates to immaculate cut and sew detail.
Repurposing form and painting with contemporary textures. Heavily influenced by a 90s childhood, hip hop, cartoons, sneakers and sportswear – directly translate in his works.
As a director, FILFURY is signed to The Mill where he creates film, commercials, music videos, motion design and VFX based narratives.
Artist FURY has exhibited his works internationally in London, Amsterdam, Brazil, New York, Milan, Dusseldorf, Monaco, Hong Kong and Miami. Features with Sneaker Freaker, Hypebeast, Complex, Shoes Up, High Snobiety, Quartz and Fubiz have seen his exposure grow rapidly.
Previous collaborations have included working with Philipp Plein on a range of physical sculptures that fuse fashion and art, the pieces are currently on display in Milan and featured in Philipp Plein print advertising. They can be found in Vanity Fair, Vogue and British GQ.
Career highlights have have included creating the album artwork for Mercury Prize nominee J HUS, music videos for MJCOLE, Rolls Royce film work, apparel for Nike Basketball, World Cup image work with adidas originals, tee designs for Reebok, campaign art for Sneaker Pimps, advertising work with Corona, physical installation sculpture work with Size? in their flagship store in Amsterdam and directing film content for Jordan brand with Footlocker.
To see more of FILFURY work or for collaboration and work inquires click here. Follow FILFURY on Instagram @filfury for updates and recent works.
Keep an eye out for our next creative on “Creating The Goodz” series.
CREATING THE GOODZ CREATIVE SHOWCASE #1
BEN COOK
Ben Cook uses his camera as a passport to unfamiliar territory. He is drawn to renegades & rejects, and his subject matter ranges from portraits of musicians through to society’s gruff.
Ben discovered his love for photography, starting his career in South East London as Fashion Editor at Ministry of Sound Magazine ‘Ministry’, during which time he also acted as contributing fashion editor for both Hip-Hop Connection and Touch Magazines, styling, art-directing, shooting artists, and producing various editorials.
Ben left the magazine to study under Swiss photographer Hanspeter Schneider as his first assistant, while also learning to retouch at 3D / post production house Foret Bleue. The assignment allowed him to spend a few years in Paris becoming involved with Bilal Giolat and his' l(e)ust for life' artist skateboard movement.
In 2003 Ben was hired by Anthony Mascolo to work at his studio in London. He worked for the TIGI Bedhead brand, currently under the Unilever umbrella, for 10 years, shooting and retouching campaigns for TIGI and helping to create exciting projects. These gave him access to some greats in music and fashion, including Miles Kane, Ronnie Wood, Soul II Soul, JazzieB, Tinie Tempah, Eminem, Billy Idol, Ian Brown, James Lavelle, Pras Michaels, Wild Beasts and Vivien Westwood. He was also concurrently contracted to be the photographer / creative director for BH Salons in Selerno and Florence.
In 2013 Ben decided to go back in his hometown of Sydney. He worked as Creative Director / photographer for the magazine ‘Culture’ and picked up freelance work directing TVC’s, music videos, and documenting for Nike Asia with BBH Singapore.
In mid 2016 he relocated to Singapore to become an 'artist in residence' for BBH for 6 months, which, at that time, was granted a Global Industry Award as the second most creative agency in the world. He worked on several pitches and projects for BBH including NIKE-iD, nike.com and Nike Unlimited Stadium, travelling around Asia regularly to shoot and direct.
Ben now resides in Bondi Beach Sydney, but travels where the work takes him. He is currently working closely with Creative Director Scott Mcclelland in Byron Bay helping the non-profit Australian Surfrider Foundation (ASF) which is dedicated to the protection of Australia's waves and beaches.
He’s inspired by Gonzo photojournalism, urban documentary, vice, Louis Theroux, David Lynch, subversive 20th century London, and the aesthetic of Jurgen Teller, Hedi Slimane, Platon, Irvin Penn, Avedon, David Bailey & Terry Richardson. He’s at home shooting in the studio, against a white wall or on assignment just about anywhere. He now has agents in Sydney, New Zealand, Singapore and the UAE.
To see more of Ben Cook’s work or for collaboration and work inquires click here. Follow Ben on Instagram @bencookphoto for updates and recent works.
Keep an eye out for our next creative we showcase on our “Creating The Goodz” series.