I Turn My Camera On - Spoon / East End

Song: I Turn My Camera On - Spoon Location: East End - London

OMG  - IT'S ALREADY JUNE! 2014 is halfway done!

A week ago we were still awaiting the 'hottest on record' Summer here in England. I even had to invest in an actual raincoat in 'preparation.' This week it's finally stopped raining everyday!

Anyway, I could go on about the weather all day, because that is mostly that happens here, the weather consumes us. Totally forgot about it being an actual part of everyday life whilst living Berlin.

A few weeks ago we did a kick-ass little interview with Noctis Magazine and we wanted to share that with you in case you missed it!

Here goes:

Noctis Magazine: What is it you create? Tell us about your brand...

Terrible Movement: Right now, we “deal in jersey tops,” which is fashion-speak for t-shirts, crops, muscle tees, sweatshirts, etc. We reference a lot of pop culture and use screen printing, with a focus on the processes.  We started as we’d been bad-mouthing a bunch of brands, lamenting the fact that you can’t buy quality vintage t-shirts and trashing the quality of new-bought t-shirts. When we were clearing out our flat, we discovered that we’d been inadvertently hoarding t-shirts our entire lives. Everything fell into place; it was something close to a “Eureka!” moment.

NM: Do you design everything yourself?

TM: We’ve had a couple of people design things for us, but it’s rare. We generally design all the prints ourselves. The prints we’ve used from other designers have been stumbled upon and both were friends. It’s an instinct thing. If it fits, it fits; it’s a very intangible, quite abstract thing. If you have to over-think it, then it’s not gonna work. You can’t hope to appeal to a customer if you’re having to justify it to yourself.

NM: What kind of materials do you work with and how do you find or get hold of them?

TM: When you start something new, the challenge should be self-evident and inherently enticing. Terrible Movement, after a little while spitballing and mulling it over, became very much that. We source our jersey products from arguably the most ethical supplier in the world and, certainly, the most transparent. We have a big emphasis on ethics, specifically on the human impact of “fashion” (we do loathe that word somewhat).  Eco is all well and good, but the human impact of most of those manufacturers is atrocious. Don’t buy into the “helping remote communities in developing nations” shtick, because it’s maintaining a status quo that’s totally unacceptable. 

NM: Where does your inspiration come from?

TM: Whenever you look at those moodboards in a fashion show's programme that’s all crap. I’m fascinated by how everyone just “stumbles upon” the things they use for moods and inspiration each season and they all seem to be perfectly aligned with one another. I’m not so much fascinated by that as how everyone falls for it. It’s all cyclical, really, so everyone just looks at what’s happening now and what was happening between 15 and 20 years ago and your next move is in that period, relative to how whatever’s happening now matches up to that time period. Or, I’m totally wrong and there really is an oracle somewhere in Manor House sticking together collages made up of regurgitated imagery from all of the copies of "fashion" magazines.

NM: What's your worst fear?

TM: Our worst fear? Running out of ideas!  Truthfully, the big goal is to stick around and make something of consequence, whilst avoiding the increasingly vapid trend for collaborations and the “experiential.” It’s like how they’re adapting TV shows from films now, having gone through the phase of “rebooting” films. Everyone’s run out of ideas. So maybe the goal is to never run out of ideas. Our fears for the brand are things we’ve already experienced. Compromising is a fear, as well as the fact that there’s a big disconnect with “the buying public” and the true cost of apparel these days, which means that the general consensus is “volume is better.”  As a small brand, fighting that battle means you’re always fearful that you don’t exist in 6 months’ time. Having a brand is fun, though, because it facilitates speculation, planning, daydreaming and other wonderful things. It also enables a diminished social life and awkward sleeping habits, but there are downsides, too.

NM: What advice would you give to those looking to follow in your footsteps?

TM: In terms of advice that’s actually helpful, the only thing I can provide that’s a catch-all quip is, “Hate your competition.” If you admire your competition, then you’ll settle for not bettering them and it IS about bettering them, because that’s what breeds progress. Hate your competition, so that their faults will become more apparent to you. Don’t hate them irrationally, hate respectfully. Hate the dumb little taffeta labels that they sew on the bottom of their shirts as wasteful and aesthetically displeasing. Hate the fact that they charge their customers £85 for a piece that they did max 3 hours design work on!

NM: How does it feel seeing your pieces in photo-shoots and on people etc?

TM: Meeting people out and about wearing our stuff is obviously great, because you’re taken by surprise and it provides you with an opportunity to just be validated that someone you don’t know decided that the thing you made is good enough to be worn, today, of all days. Seeing our stuff in 'Urban Outfitters' last summer was equally as fun, but that was such a drawn-out process that by the end of it we didn’t much care. On “famous people” I would say 20% of the people who’ve worn us, I’ve been proud. Maybe 30% I’ve seen the economic benefit and 50% I’m somewhere between nonplussed and regretful.

Well, that's all for now!

Much love from Londontown,