Beginning of the End 2008 F/W Collection & Interview
Three cornerstones of streetwear segment and their common interests inevitably founded their
Three cornerstones of streetwear segment and their common interests inevitably founded their latest fashion venture, Beginning of the End. Between the likes of Greg Johnsen, Sean Reverson and Dan Payne, the three boast accolades and accomplishments including the founding of Gourmet, Hall of Fame, Snafu, RockersNYC and Clarendon. With a solid foundation beneath them, the three strive to draw their respective influences and views into an interesting and fresh
What spawned this brand?
During a simpler time when Clarendon and Snafu were among the handful of streetwear brands in the marketplace and Sean was gathering material for Rockers, Greg and I thought it would be great to collaborate. The collaborative idea was eventually shelved because something was missing. It was Greg who eventually brought Sean into the mix and B.O.E was born.
In essence B.O.E represents the end of life as we know. In a very saturated and post-modern marketplace/environment, B.O.E. is a refreshing yet subtle vehicle on which to carry our style forward.
What effect will this have on your own respective brands?
Each of us will maintain our respective brands, and let B.O.E. act as an outlet that allows us to be creative in ways that we can’t be with our own brands. B.O.E will consist of graphic tees and also a component that caters to dressing our older selves.
Did the current state of the US and in some aspects the world economy come into play regarding the launch of this brand?
I don’t think the economic climate directly affects our designs or business. If anything, we can draw a connection with respect to the overall progression toward the end of culture and society as we know it.
What is the concept behind this first collection? Is this music genre underrepresented?
There is a constant flow of ideas—no shortage of ideas from any of us—and I think we’ve allowed ourselves to tackle subject matters regardless of whether there is a defined audience there to respond to each and every reference.
Do you all have collective input on designs?
Yes, of course. We decide on concepts democratically. Everyone has his own area of expertise and these ideas blend well. We have three separate looks and voices, but they coexist well.
Will we see Beginning of the End‘s vision over several mediums or just fashion?
You will definitely see more than just fashion. You can start by checking out our blog.
What are your goals for Beginning of the End?
Private label for Target? We’re doing custom-made and customed-dyed tees now, a lot of accessories in the works, and you will see a lot form us in the near future.
