Dat Tag x FatKidOnFire - Interview #49

Dat Tag x FatKidOnFire

Interview #49

FatKidOnFire is back with a bang and we’re ready for the next two (yes, two) features to drop. This feature is #49 which means we’re one feature away from #50. We are so stoked to have got this far so a huge thank you and massive big up to everyone who’s helped in getting FKOF this far! The next brand to feature here at FKOF HQ is one we’ve been stoked on featuring for a while – luckily we’ve finally got everything sorted and can release the feature…

Find out more after the jump

London’s Dat Tag are a brand “born out of the confidence to think with an uncensored imagination” – a claim that you’ll see to be true after reading the feature. I first spotted Dat Tag back in the early days of FKOF; their intriguing and often completely unique designs were/ are standout pieces from the norm of what UK independent streetwear brands are releasing. I sat down with Danielle, the creative power behind the brand, to find out more…

Who or what is Dat Tag? Dat Tag is an exclusive limited edition UK clothing brand, born out of the confidence to think freely and creatively.

Your designs are strong and striking – do they have an underlying theme or do you consider these designs to be your main brand image? How did the design for the zippee vest come about? Thank You. Dat Tag designs are an expression of UK attitudes and culture with most designs containing a subliminal message. Hence the name as it has a double meaning; being a tag on a chain or a tag as a style of marking/writing. I try to convey the strong and striking elements within my designs by experimenting with bold and contrasting colours and different textures.

The zippee vests were released at the start of summer as part of my first S/S ‘10 collection. Breaking into the streetwear scene, I wanted to create controversial ‘statement’ garments that had a “wow, look at me factor”! I designed a range of cut and sew garments which I wanted to incorporate the large zips into.

What does or will make your brand stand out and distinguish itself from the rest of the UK streetwear pack? There’s a lot of talent out there, and a lot brands that I really like. However, I believe that the authenticity behind all of my designs will help distinguish my brand from the rest. Furthermore, my garments are aimed towards men and women as opposed to one sex only.

Who or what influences you in your work? Dat Tag is influenced by graffiti, pop art and culture. I wanted to create a brand that expressed my attitudes as well as those of my customers which fuelled my creativity.

What’s your take on the UK streetwear scene at the moment, and how does it compare to the scene in the US? With a good following in the States, how do you intend to replicate that success in the UK market? At the moment, I would say that the UK streetwear scene is very male dominated, well, within London that is! Many of my customers are based in the States, and are both men and women that often contact me via email and on twitter requesting custom orders. Within the UK market, I intend to replicate that success by branching out of London and exhibiting at various events in Bristol, Manchester, and Camden etc.

In addition, my brand Dat Tag currently works alongside GoChains; as we have created an urban event called “DAT PRESTIGIOUS GOREALLER™” which showcases upcoming UK urban Brands/ Performers/ Talent.

Where do you see you and Dat Tag being in 5 years time? With all my determination, patience, perseverance and persistence I would love to open my first store. However in the meanwhile, I would love Stockists such as Harvey Nics and Selfridges to stock my garments before that time (hope you’re reading this buyers haha)! In addition to producing garments, within 5 years time, I would like Dat Tag to branch out by creating custom skateboards aimed towards the ‘Urban Hippie’ as well as toy manufacturing like Kidrobot.

Where can people expect to catch your work, any UK stockists to watch? At the moment, Dat Tag garments can only be purchased on the official site itself, or at various exhibitions that I will be exhibiting at. Here are a few upcoming events:

  • The First Lady- 28/11/10, Queen of Hoxton
  • Dance Show Live- 3-5th December 2010, Birmingham
  • The Urban Platform- Feb 6th 2011 (Seasonal Event), London
  • Margin London- 13th-14th Feb 2011, London

Top 5 favourite albums?  Now that’s a difficult one, hmm… definantly an RnB Junkie, what can I say?!

    1. Aaliyah – One In a Million
    2. Monica – After the Storm
    3. Robin Thicke – The Evolution of Robin Thicke
    4. Kid Cudi – Man on the Moon



    1. Gym Class Heroes – As Cruel as School Children


Shoutouts to my peeps who I talk 2 on a regs! Gemma (my bestie). Self Gained Treasures. GoChains. Playdot Apparel. Koko Magazine. The Cool Fashion. Flyprints.

Danielle and Dat Tag are definitely one of the more recognisably unique brands we’ve got here in the UK. The brand is adventurous with their designs and that is definitely something people should pay attention to! Hit the brand’s website to peep the webstore and the blog and catch Danielle on Twitter or find Dat Tag on Facebook.

If you have any thoughts on what Danielle has had to say, or thoughts on anything else you’ve read let us know either via the comments section below or through one of the other forms of contact (emailTwitter and Facebook).