123klan interview

“There are no brands in the world that aren’t cool,” says Scien, the other half of 123Klan’s founding pair. “It all depends on the relationship between the designer and the brand. If both sides can understand each other, the possibilities are endless. Every project is different and can become very interesting.”


“Our approach stays the same as it did from our first tag made on the street: we can apply or impose the 123Klan style on just about any medium.”





“The fact that they come to us because they like our style establishes a trust between the client and ourselves. Most of the time we have total creative freedom to work on the collections, which ends up giving the best results because we have no boundaries.”
“Because we spent too much money shopping, we thought that if we actually worked for them we could get trendy clothes for free,” Scien laughs. “Since we also get paid to do it, it’s a win-win situation!”

 But you have to respect the brand image every time.”

123Klan doesn’t adapt its style when designing for apparel.“There’s no difference whatever the medium,” says Klor. “Adapt, improvise and dominate, such is the 123Klan motto.”

“Just like working with sneakers, you have to think about creating something that people can actually wear while staying original,” says Scien, now discussing T-shirt design – a field with which 123Klan is very familiar. “You’ve got to be good in all the aspects and neglect nothing,” he continues. “Concept, design, type, tone and, of course, colours. The line between cliché and what will become a trend is quite thin.”

Before you start anything, you have to find an idea that will correspond to the brand’s state of mind. You then have to translate that idea into a design, then simply retouch it until the visual works on a T-shirt. Finally, try out different colour combinations, always giving the brand as much emphasis as possible.”

“Just like our approach, we always try to give the best of ourselves in everything that we make, whether that be a T-shirt, a video clip, sneakers or a toy. It’s quality verses quantity. There’s no better client than yourself, because you have no-one to convince, and at the same time you’re investing in yourself.”
So what’s the best thing about working in this competitive yet thriving industry – what makes it all worthwhile? It’s an easy question to answer, as it happens, and one that Klor cannot help smiling at: “What satisfies us the most is seeing someone happy to wear one of our shirts,” she says. “The rest doesn’t really matter.”


http://www.computerarts.co.uk/in_depth/interviews/123klan