I've heard you mention your ambition to do some sort of furniture design, have you made any steps toward doing that in the future? if so, would it be under The Hundreds brand name?
tie in question: do you ever have problems with projects or ideas you might want to do but are not consistent with the hundreds brand?
I have concepts drawn up, but nowhere to put them yet. I'm sure they will fall under The Hundreds' name though. It's all a part of the equation.
Answer to your next question is YES. I am a branding MANIAC, and I am a PURIST. Sometimes it causes friction in our own office because I can be so anal about being so pure and true to our brand, that I can't let the simplest thing pass. For example, working with graphics, if we're doing a parody, I would MUCH rather it stay as close to the original design and feeling as possible, even if it means it can be updated with a better colorway or design tweak that would make it easier on the eye today. Or we will not pursue particular projects, that are REALLY cool, just because they don't jive with The Hundreds' brand.
Another example of that is Disney. Disney approached us and opened up their library. We could've done Mickey Mouse, which would have sold better, and gain more notoriety, than Peter Pan's the Lost Boys. But why do Mickey Mouse? It's too easy, and doesn't make sense with our brand at all. There's no story there. I'd much rather choose something a little off the beaten path, not so obvious, and makes perfect sense with The Hundreds: The Lost Boys. The kids who never grew up and fight pirates?? Perfect.
So that's the answer.