Brain Dead's Kyle Ng Sheds Light on How to Build a Time-Honored Brand

“Sometimes people buy into the hype and just keep spoon feeding the world the same shit.”

Fashion
10,174 Hypes 0 Comments

Amidst the countless number of clothing brands that exist today, there is no label quite like the one conjured by Kyle Ng and Ed Davis. Brain Dead is madcap, compelling and glowers at those who don’t stray off the beaten path. The brand would be saturnine in human form albeit soaked in mirth and color due to its bastion of disparate influences. Blurring the lines between highbrow and lowbrow are the duo’s graphic T-shirts that glean cult cinema, old record covers, punk rock, DIY culture and even ’80s sex club aesthetics. The brand may not exactly fit one category, but it will sate your appetite in all of its weird, graphic-led glory.

Slam Jam Socialism recently sat down with Kyle Ng at his studio in Los Angeles, California to shed some light on creating a unique brand identity, how to build a longstanding label, and common mistakes that clothing companies often encounter. Take a look at key excerpts below and head over to Slam’s official website to read the entire article.


On building a brand:

Creating a brand is like making a movie. You need to build a world that seems real and authentic. You need to create characters, a soundtrack, a visual language, and a strong storyline to your brand. Just like a movie, if the world you create doesn’t capture your attention then it will fail.

On Brain Dead’s budding success:

Brain Dead has grown in a real organic fashion. I am pleased with the way it’s rolling out. My partner Ed Davis and I created it with the idea that it could be a sandbox where we could create and explore ideas in all facets of culture. I think the fact that we are not trying to go the conventional fashion route, we can capture the attention of some great retailers and customers.

On common mistakes that brands often encounter:

I think the main problem with most brands is not creating a strong foundation or identity for their brand. You must really look at what you’re trying to create and where it should live. So many brands start up, and they just try to emulate the trend. I think it’s finding a way to incorporate trend into your design, but I don’t think you should let the trend dictate your brand.

On forming a unique brand identity:

I think the first step is not to buy into any hype that people give you. At the end of the day, it’s important to not get too comfortable and think you have “made it.” Always have higher and higher goals. Sometimes people buy into the hype and just keep spoon feeding the world the same s#it.  Brands need to evolve, and grow.

Read Full Article

What to Read Next

Kyle Ng and Designer Kara Jubin Share the Story Behind Brain Dead's Womenswear Line
Entertainment 

Kyle Ng and Designer Kara Jubin Share the Story Behind Brain Dead's Womenswear Line

Presented by In The Know
Watch the LA-based creatives come together to discuss their collaborations and mutual respect.

Slam Jam Adds Its Stamp to Brain Dead's Summer 2021 Pieces
Fashion

Slam Jam Adds Its Stamp to Brain Dead's Summer 2021 Pieces

Offering T-shirts, polos, shorts, glassware, and a rabbit rug.

Brain Dead's Stained Glass Clock Isn't for Telling the Time
Design

Brain Dead's Stained Glass Clock Isn't for Telling the Time

The interior design oddity is made in collaboration with Kerbi Urbanowski and no two are the same.


Brain Dead Brings the Cows Home With All-Over Print Cushion and Shorts
Fashion

Brain Dead Brings the Cows Home With All-Over Print Cushion and Shorts

Complete with the label’s signature head logo.

The Air Jordan 6 "Alternate" in White/Red Gets a Release Date
Footwear

The Air Jordan 6 "Alternate" in White/Red Gets a Release Date

The grey paneling resembles the popular “Hare Jordan” color scheme.

Pharrell, Travis Scott and Steve Buscemi Lend a Hand on the New Beats by Dre Commercial
Tech

Pharrell, Travis Scott and Steve Buscemi Lend a Hand on the New Beats by Dre Commercial

A heavyweight cast turns out for the Disney-inspired new video.

Ronnie Fieg's adidas UltraBOOST Mid Collaboration Dons a Crisp White Colorway
Footwear

Ronnie Fieg's adidas UltraBOOST Mid Collaboration Dons a Crisp White Colorway

Taking things higher.

Rockstar Is Teasing a New 'Red Dead' Game
Gaming

Rockstar Is Teasing a New 'Red Dead' Game

The ‘GTA’-producer drops a not-so-subtle nod to ‘The Magnificent Seven.’

Apple's Self-Driving Car May Be No More
Automotive

Apple's Self-Driving Car May Be No More

Project Titan has reportedly been scaled back significantly.


This Custom Saucony Shadow 5000 Sits Atop an adidas Ultra BOOST Sole
Footwear

This Custom Saucony Shadow 5000 Sits Atop an adidas Ultra BOOST Sole

A bespoke pair that is undoubtedly a “Righteous One.”

Watch Paul Pogba's Journey from Childhood to Present Day in New adidas Campaign
Sports

Watch Paul Pogba's Journey from Childhood to Present Day in New adidas Campaign

A look at the Manchester United star’s journey back to Old Trafford.

SPACES: Hong Kong's 8FIVE2 Is the One Destination for Skate Locals and Legends

SPACES: Hong Kong's 8FIVE2 Is the One Destination for Skate Locals and Legends

Brian Siswojo walks us through his new shop and talks Hong Kong’s skate scene.

Nike Unveils the "Pale Horse" Edition of the Kobe 11 Elite
Footwear

Nike Unveils the "Pale Horse" Edition of the Kobe 11 Elite

The Swoosh unwraps this year’s Halloween Kobes.

The Campana Brothers Work Their Magic on Aesop's New São Paulo Outpost
Design

The Campana Brothers Work Their Magic on Aesop's New São Paulo Outpost

The celebrated design duo go bold with brickwork.

More ▾
 
Subscribe to our Newsletter

Gain access to exclusive interviews with industry creatives, think pieces, trend forecasts, guides and more.

By subscribing, you agree to our Terms of Use and Privacy Policy.

Looks like you’re using an ad-blocker

We charge advertisers instead of our readers. Support us by whitelisting our site.

Whitelist Us

How to Whitelist Us

screenshot
  1. Click the AdBlock icon in the browser extension area in the upper right-hand corner.
  2. Under “Pause on this site” click “Always”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlock Plus icon in the browser extension area in the upper right-hand corner.
  2. Block ads on – This website” switch off the toggle to turn it from blue to gray.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlocker Ultimate icon in the browser extension area in the upper right-hand corner.
  2. Switch off the toggle to turn it from “Enabled on this site” to “Disabled on this site”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the Ghostery icon in the browser extension area in the upper right-hand corner.
  2. Click on the “Ad-Blocking” button at the bottom. It will turn gray and the text above will go from “ON” to “OFF”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the UBlock Origin icon in the browser extension area in the upper right-hand corner.
  2. Click on the large blue power icon at the top.
  3. When it turns gray, click the refresh icon that has appeared next to it or click the button below to continue.
screenshot
  1. Click the icon of the ad-blocker extension installed on your browser.You’ll usually find this icon in the upper right-hand corner of your screen. You may have more than one ad-blocker installed.
  2. Follow the instructions for disabling the ad blocker on the site you’re viewing.You may have to select a menu option or click a button.
  3. Refresh the page or click the button below to continue.