Chance are if you wear clothing and have anything to do with the quasi Hardcore, Punk, Art or Tattoo scenes, Orange County based brand, To Die For has probably come up on your radar.
These guys started the trend of putting tattoo designs on T-Shirts and selling it as streetwear, and have created some what of a monster – How many companies can you think of today that are doing exactly the same thing?
I recently caught up with Jason to chew the fat and find out a bit more about TDF, here’s the interview – He also included a few sneak peaks at a line that has yet to be released in Aus – Yeah you heard, we got exclusives all day here at This Life!
Whether you get your hands on some through a store here in Australia or through their webstore, be sure to do it, you wont be disappointed!
Firstly, thank you so much for your time, whats been happening?
You’re very welcome. Thanks for thinking of To Die For. I’m excited to be a part of thslfe.com. It’s been very busy, hence the reason I took so long to reply. Sorry about that. The last month has been focused on kicking out our new summer line. That dropped last week and we posted 4 of the many new styles on the site for pre-order. So far the response has been amazing. 2010 is going to be good for us. I can feel feel it!
For those who don’t know, can you tell us a bit about yourself and what it is that you do?
I’m Jason Welsher. I founded & co-own To Die For with my brother, Josh “Deph” Welsher. I currently Sales Manage the brand as well as oversee all Marketing and Brand Management. Deph is our Design Director. There really isn’t much that we don’t do. When you own a company you tend to wear more than two hats at a time.
What were you doing before TDF came about, and how did that lead you in to what you are doing today?
I used to screen print for everyone under the sun. It started with bands and led to clothing brands such as Paul Frank, RVCA, Hurley, Billabong, etc… I had a solid crew underneath me and always made things come alive for companies that were desperate and in a rush each season for upcoming tradeshows. Pleasing everyone and telling everyone YES began to get old and take a beating on me. We started making clothing for the bands and artist we were friends with. It was almost like handing them a cooler version of a company t-shirt to wear around town. Before we knew it people began asking for them or offering to buy them, worldwide. People in other countries saw photos of bands we were friends with wearing them on stage. This is when we started getting emails from other countries asking to buy them. It was amazing! Emails from Japan were the best. They were always so positive. We simply used the shirts to spread the word and bring us more print business but the tattoo flash artwork we used began to catch. We slowly built a site to sale them worldwide and began to grow by adding new styles for both Men and Women constantly and printing as we ran low between jobs. As this side of the business grew our business was always steady and there was no need to bring on any new business. Today we create and make all our own clothing and no longer print for other brands or bands.
Where do you or what do you draw inspiration from as a designer?
Our inspiration comes from everyday life and getting to know our customers on a first name basis. We don’t produce it or even waste our time working on something if we won’t wear it ourselves. To this day we have never produced something that follows a hot trend. Those seem to move to quick and out the following week. We stick to what we know and like and don’t mix styles that should never be mentioned in the same sentence as one another. Josh and I work closely each season and make sure we nail every avenue that our customers head down. The process usually takes us one week to plan out with a couple smalls tweaks and changes. Most of the time we have too much art and that means it usually doesn’t get released till the following season. On top of new styles we carry over our “staple” styles each season like the “Tangled II” and “Back To Basics” styles that are brand driven.
I guess you could almost say To Die For was the catalyst for the hoards and hoards of “labels” that have realised they can make a buck out of slapping a few tattoo orientated designs on a tee and calling it art, in that you were one of the first labels out there to print tattoo designs and art on to t-shirts – What do you think about people who are just jumping on the bandwagon for the sake of making some quick cash?
We do know that we were one of the first tattoo inspired brands to make clothing. The companies that saturate the market are on a complete different page than us. These people are robots in giant offices and only care about moving massive units. As much as they hurt companies like us, they helped us. When the economy took a turn for the worst, people turned to the brands that sale clothes at competitive prices. Its always been important to Deph and I to educate our stores and the people on the floor selling our brand. At the end of the day, we want to keep our existing customers in the loop and educate the new ones with what we have to offer and why it is you should support and buy from a brand like ours. This is what sets us a aside from those licensed brands and those that sit beside us in stores today. Its a chain effect that works wonders just like that ad in the window or in a magazine.
You guys have been running for over 10 years, survived a global recession and financial crisis and kept selling when a lot of other brands disappeared and went broke, what’s the key to your success?
2009 was a terrible year, I’m not going to lie. We made some bad choices in 2008 that effected us the following year and made life VERY stressful. To the point we didn’t even know what to do next. I started looking for a P/T job but was over qualified. Deph was ok cause he had tons of toys he sold that he was sitting on. We are now slowly getting our heads above water. Running lean, keeping positive, and working countless hours to ship orders and keep the brand alive was our punishment and the reason we are still here. Sitting stock is a major killer. Its important to exhaust your stock before it begins to take over your warehouse. Its always better to run out than have too much.
What’s been blasting through your headphones lately?
Besides when I DJ at local venues, the only time I listen to music with headphones is when I work late at night. I love listening to ambient music with minimal vocals. It helps me relax at the end of the day. Theres not any certain band that I listen to unless I get hooked on a new record. The last couple bands that I was hooked on that put new records out was Isis and Thrice. Besides that I listen to pretty much anything and everything. I love ALL 80’s music and 90’s alternative rock.
How would you say TDF has progressed not only from when you began, but also from previous lines?
I feel we’ve progressed by listening to one another and most of all, our customers. Our latest line to date I think will be our best selling line. We not only put a ton of effort into it, we used the feedback from others and applied it 110%. You’d be surprised what others see that you don’t because you stay in the office all day. Our international distributors have really helped us grow the brand over the years by paying attention to new trends and styles that aren’t going anywhere anytime soon. Styles and trends catch on differently in other cities, states, and countries. What might be a top seller in Orange County, may be the least seller in Los Angeles that’s an hour away. Listening and working your style into each season is key when it comes down to sales and growth.
What’s in your pockets right now?
Cell phone, chapstick, car key, loose keys, wallet, and receipts from today.
Why To Die For?
Why not? It used to be Die Trying but we had to change it for legal reasons. Not sure how I exactly came up with it but I like the tone.
How hard is it to establish your self and build a reputation in street wear today, when there are so many people out there trying to do exactly the same thing?
Too many hungry teenagers doing the same thing that another has been doing for the last 5 years. The one thing I can say good about the recession is that it weeded out all those that had no passion or pride for the industry. I always tell people, if you want to start something from scratch, try interning first at a company you already know and love. Get to know every step from A-Z. There is more to running your own company than slapping a screen print on a shirt. After you pay your dues, find your niche and create something new and refreshing. If you can’t follow or lead the pack, don’t trail behind.
Walk us through your typical day.
One phone call, email, or person walking in the door can change the plans you had for the entire day. My days are different and never typical. I always feel like I’m playing catch up no matter what. Most of my work is done by email. I would say that 90% of what I do and the people I talk to are always at their desk, the others I talk to over the phone and eventually see them person over food or meetings. I’m big on planning and arranging my days so I always know what’s going on at what time. People have a funny way of always being in the neighborhood and sometimes you get those uninvited guests that drop in. It’s a good thing if they have Vegan treats to drop off or buying something in the store. Otherwise you never know how long your going to be and sometimes that makes it tuff to focus afterwards. I love to talk so its mostly my fault. Maybe I keep them there longer than they keep me ;)
What are your views/opinions on the World and Society today?
I am very blessed to live in Orange County even though its a bit too white washed for my liking. I tend to migrate to the cities like Costa Mesa and Santa Ana that have culture. Orange County/Costa Mesa has been good for our business. We are one hour away from everything such as the mountains, the ocean, Los Angeles, and beautiful Sun Diego! The world as a whole is getting better but not fast enough. I wish that we didn’t need to work to survive, otherwise I would be the voice of the voiceless. We as a society have come along way and have begun to look outside the box. If we keep sticking together and stop fighting other peoples war’s, I think we can begin to make a major difference for the environment, our children, and the people.
Name 5 things you couldn’t live without.
Family, Animals, Friends, Coffee, and Sweets
Any up coming projects or collaborations that we should know about?
Besides keeping busy with To Die For and Imscared, we have a line of tattoo aftercare, aftershave, and pomade that we developed in 2008 and shelved till now. We plan to finally launch that and add new products in time by Holiday of 2010. We have tons of hairstylist and barbers waiting for that to drop. The response has been fascinating. We have collaborations coming out with Dan Smith of LA Ink and The Dear & Departed as well as Jordan of Every Time I Die. I have four pages of notes and ideas that I plan to attack as we progress through the years. My mind runs at night like a hamster in a wheel.
Word association, you know the deal, say the first thing that comes to your mind when you read the word.
Australia: Beautiful people
Kevin Rudd: Eats ear wax
America: Wake up!
Obama: Quit talking the talk, and walk the walk
Religion: For some, not others
Time: Not enough
Greed: I.R.S.
Humanity: Right from wrong
Peace: Love
Freedom: Blessed
Art: Passion
To Die For: Family
Life: Roller coaster
Happiness: Animals
To Die For crew Says:
If your not happy doing what you love, life is too short to be miserable. Reach from within and figure out what your best at. Building something new from scratch takes time so be patient and NEVER GIVE UP! Ask lots of questions and make NO enemies along the way. Always stay positive and people will attract!
Where can people follow what you’re up to and check out your deal?
We update our website once or twice a week at www.todieforclothing.com Our site will soon be divided into two sections. A section for shopping and another for our blog. I will updating out blag daily with news and write ups to keep you in tune with what I do day to day. You can always tune in with us on www.myspace.com/todieforclothing or www.twitter.com/todiefor I run both of those pages. Still figuring out what ups with our facebook. Someone helped set that up awhile back and it has different settings than your personal account.
Last words, shout outs?
I want to thank everyone for their continued support. Without our family, customers, bands, artists, and the people who have believed in our brand since day one, we would be nothing!
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