It’s the second brand feature of the day to drop here at FatKidOnFire. We’ve got the other two posts lined up to go live tomorrow (don’t want to spend too much time parked in front of the laptop when we could be outside with a BBQ)!
[Funtcase‘s ‘Gorilla Flex’]
Last week we introduced you to Birmingham’s M.o.D who’s been supported by the guys over at Zest Clothing. Started by main man Junior, the brand is quickly becoming a force to be reckoned with in the UK streetwear and urban music markets. Collaborating with many of our favourite dubstep producers (Funtcase, Tomba and 16bit anyone?) and generally putting out dope isht, we were stoked when Junior got in touch to tell us more…
Who or what is Zest Clothing? Zest is a clothing line set up with nothing but sheer randomness and mismatched dreams. When I started Zest, I didn’t picture it to be where it is now, well at least not this fast anyway! I set up Zest with the aim of translating my imagination and thoughts into a physical product.
Your designs are strong and striking – do they have an underlying theme? How did the collaborations with all the Djs/ producers come about? How long as ObZest FM been broadcasting, and how did that start? Thanks very much! I don’t really have a theme ,which is something that has helped me churn out so many different designs in a short space of time. It’s also something which makes me stand out amongst other clothing lines (I hope) . Although at times I have tendencies to re-frabicate some old designs which were pretty successful.
Errmm the whole Zest and Dj collaboration came out of nowhere really! I was speaking to Funtcase one night and I asked him if I could design a shirt with him. We then released it not knowing what we had done and that went really well. Over the following weeks, I had interest from a lot of other producers and labels so I kind of went with the flow and did a few more collaborations with the likes of Tomba, GanjaWhiteNight, Dubba Jonny and now SKiSM.
In a sense, this whole artist collaboration thing has made Zest what it is, simply because of the amount of publicity behind it and it’s something which I think only I have done , well in the dubstep scene anyway.
Obzest FM has been alive and kicking for around 2/3 weeks now, it was suggested to me several times before but I never really took it into consideration. Recently, I recieved a message from Gajit (an up and coming producer and DJ) offering to help me set it up . The initial idea behind it is to promote and broadcast new tunes mixed by new Djs – something that the blog on my website has been doing since it started in January 2011 .
What does or will make your brand stand out and distinguish itself from the rest of the UK streetwear pack? If I’m completely honest with myself, I think the music affiliation that Zest has with street music (dubstep especially) could make Zest stand out as a brand in the UK streetwear market. But, at the same time, I don’t really want to label Zest as a UK streetwear brand simply because I think a lot of the streetwear brands out in the UK have a theme that Zest doesn’t really follow.
Who or what influences you in your work? I get a lot inspiration from music and vintage Hollywood actors and films. Also other brands and internet culture have helped a lot in helping me come up with ideas.
[Genetix‘ ‘Squid Attack’]
What’s your take on the UK streetwear scene at the moment? I don’t really have any strong feelings towards it, I personally don’t follow it. The only thing I have to say is the guys have got it all wrong , they all look the same haha!
Where do you see you and Zest Clothing being in 5 years time? I didn’t think Zest would be where it is today so I’m not going to guess – but I would like Zest to be a well-known and respected brand with a national (if not global) fan base .
Top 5 favorite albums?
- GanjaWhiteNight – GanjaWhiteNight
- Kanye West – My Beautiful Dark Twisted Fantasy
- Borgore – Borgore Ruined Dubstep Pt. 2
- Zest Clothing – Not So Mainstream
- Chronos Records – Farmville EP
Shoutouts A massive shout out to all those who support Zest and also to all the upcoming producers sending in tunes to us – keep it up. Oh yeah … Love You Mum!
It’s been a fairly quick and impressive rise to the top for Junior and the rest of the Zest crew. We can see them sticking around for a good long while – which is fantastic in our book. Head over to the Zest store and grab yourselves a tee or two (priced at a very reasonable £19.99); we’ve got our eyes on the Funty one and the very awesome Optimus Grime design. Too good! To keep up to date with Zest news, follow the guys on Twitter and Facebook, and be sure to have a look around their absolutely awesome website.
If you have any thoughts on what Junior has had to say, or want to recommend us a new artist or brand you’ve discovered or just want a chat about something you’ve seen on FatKidOnFire drop us a comment via the comments section below or get in touch through email, Twitter or Facebook.