While hoards of pop-up streetwear lines play follow the leader with their established peers, Lore, a California based clothing company in its infant stages, decides to break ranks by using sometimes esoteric designs. “I guess just look at the designs a little longer and you might take something away that you wouldn’t think possible with a dime a dozen tee design,” says Aaron, one of the three designers that create for Lore. (Aaron lives in San Diego, works a nine-to-five and the other two designers, Mark and Kenny, live in San Francisco.)

Lore’s new line is available at their website and at Karmaloop Kazbah.

“The United Show was good for us, because we meet a lot of cool people and did a lot of gambling.”

Format: Please explain how Lore was created.
Aaron: Lore’s had a few stages, but the clothing aspect all started, because we wanted a canvas that would give us just that, a blank slate to create, no bias, no art direction, just what we wanted to create. Wherever we are in life we can just come to blank white and put down our interpretations of life in general.

Format: What is a Lore?
Aaron: Lore is basically just a concept. It’s really the mystery behind things, and the legends that follow them. It’s our name, we as a brand our recognized by, but the concept has been around since the caveman. Lore has a dictionary definition which fits into what we’re trying to accomplish, but Lore is basically a tale of three designers and their progress and demise in life. It’s always shifting.

Format: A lot of clothing lines are particular in their retailers. What does Lore look for in its retailers?
Aaron: When it comes to looking for retailers, it goes one way or the other. If we would shop there then we wouldn’t mind having our goods in that shop. A lot of places hit us up and we have never heard of them before, but it turns out to be a huge spot where it’s located. So a little Internet research, phone calls, and most of the time it turns out good for everyone.


Format: What unexpected challenges has Lore encountered?
Aaron: Starting a clothing brand not knowing anything about the game was a challenge the whole way, but if you’re not learning you’re not doing something right. Another challenge is we live in different areas. I live in San Diego, Mark lives in San Francisco and Kenny does to. Three different demographics and the irony is we’ve always seen eye to eye in the direction we want to take Lore. It’s difficult trying to conduct business over IM while still at a nine-to-five job or grindin’ at school. That struggle in itself builds a lot of what Lore is. It’s definitely based on passion, but you got to dig deep for it sometimes as other demands take the center stage. Also we started in this game right when everyone thought they wanted to start a clothing brand too, but only time will let us see who will rise and who will fall.

Format: Please explain the message in Lore’s T-shirt, Kill, Kill, Kill.
Aaron: The Kill Kill Kill shirt comes from an old movie from 1971 called, KILL! We found it digging in some old books and we had to use it. Put more of a live feel to it, muzzle fire and pop, a remake banger for the winter line. It’s basically about cutting out the middle man and shooting straight for the big score. It’s what this younger generation is all about.

Format: Lore is from San Diego, a city that is known more for the film Anchorman: The Legend of Ron Burgundy than its street fashion. Please share what San Diego is really like.
Aaron: We are all actually from the Pismo Beach, Central Coast area. The three of us sporadically moved down to San Diego, did the school thing, and started pushing this clothing line. But what is San Diego really like for me, I’m not one to ask, I basically stay within a four block radius from the lab, and I’m seldom away from the MacbookPro.


Format: Does Lore consider itself a streetwear brand?
Aaron: I would say we consider ourselves more so a streetwear brand then anything else, but I don’t really care what category we fall in as long as people are feeling the goods we are producing. We are going to stay creating random madness and apply it to clothing, and whether its streetwear or not, won’t make a difference. It’s hard to distinguish the market anymore. At this point we’re just trying to put out some tees people can enjoy at first glance graphically then really study it and see the deeper meaning, not trying to sound generic at all but we do put a lot of effort into the underlying messages going into the tees.

Format: A lot of Lore’s designs appear ethereal, visually. What is Lore’s attraction to celestial imagery?
Aaron: Well, recent research suggests that much of this prophetic work paraphrases collections of ancient end-of-the-world prophecies – mainly Bible-based –, supplemented with references to historical events and anthologies of omen reports, and then projects those into the future with the aid of comparative horoscopy. Isn’t it sick how Wikipedia can make you come off like you know your shit? Claiming whatever the case, I think humans are born with an innate question towards celestial existence, so you can’t help as a human, but wonder about what’s both up and down.

“It’s basically about cutting out the middle man and shooting straight for the big score. It’s what this younger generation is all about.”

Format: Trade shows are a popular outlet in the fashion industry to network and create buzz. How was Lore’s experience at United Trade Show in Las Vegas?
Aaron: The United Show was good for us, because we meet a lot of cool people and did a lot of gambling. It’s hard when you aren’t a household name and your trying to pull every buyer in convincing of ‘Look we’re Lore, we want to take you on a journey,’ but a lot of the graphics we have attract a wondering eye and that’s worked to our advantage. I’d have to say the trade shows have definitely done us good. The show featured a bunch of dope brands and in the down times we made a bunch of solid contacts.

Format: Please explain the message in Lore’s T-shirt, Ghost Ruth.
Aaron: Babe Ruth is a legend and like they say, legends never die. A ghost is a spirit that once was living but now lives among us in the afterlife. Ghost’s carry such legend amongst the living as does the greatness known to many all over the world as Babe.

Format: What are some cliches that Lore sees in its industry?
Aaron: Right now there’s big all-over prints and hoody madness, and for a minute it was bandana everything and gold foil chains. It seems like a brand will come up with something catchy and you can just watch as the masses follow suit. It’s a trip seeing the cycles that the industry goes through, but luckily there are always a few brands that keep the trends moving. In reality, you have to cater to the wants of the buyers and it’s interesting to see the brands that give them what they want, or force them to want something new.


Format: Being in its infant stages, how does Lore separate itself from its peers?
Aaron: That’s a hard question, `cause you want to say this and that, but it all gets redundant, I guess just look at the designs a little longer and you might take something away that you wouldn’t think possible with a dime a dozen tee design. We are just going to keep doing what we do and explore the freedoms we have in being a new company.

Format: Recently, communist China has attracted a lot of negative press for its exports: poisonous pet food, tainted seafood, lead paint on children’s toys and faulty baby cribs. If relations between America and China were to halt, how would your industry, the street fashion industry, recover from its severed connection to cost-effective manufacturing?
Aaron: It would definitely put a dent in the pockets of a lot brands that rely on the cheap manufacturing done overseas. I’m sure prices would shoot up since the brands using these means would have to resort to buying a pricier product in the states. But you never know the outcome, because if we did shut down the relationship overseas, I’m sure we could build some kind of legit – non-knock off – black market apparel trade and bring streetwear back to the grimy roots in which it began.


Format: Lore does designs for women and men. How is the design approach different for women in comparison to men?
Aaron: Actually we started off plotting on doing both the girl and guy stuff, but it turns out we know nothing about what girls want, or like. We decided to hold off on all the girl gear for now. It seemed that, as a fresh company, we might as well go hard after what we are familiar with, and dive into the goods that need more research later on down the line.

Format: Please explain the meaning of Lore’s Marilyn’s Baby T-shirt.
Aaron: Basically, this design comes from Lore’s love for horror flicks and conspiracies. A Rosemary’s Baby remix with a flip on the rumored twisted past of the beautiful Marilyn Monroe. This is just an excerpt from Lena Pepitone’s book about her and Marilyn’s life: ‘Marilyn Monroe was an orphan and during her infancy the Illuminati, CIA programmed her to be a monarch slave. Before becoming an actress, while she was still a stripper, she spent time with the founder of the Church of Satan Anton LaVey. Victims of LaVey have pointed him out as a mind-control programmer.’ She was said to have been brain washed and the tie that really connects the design is this quote here: ‘Marilyn loses her baby at the same place that some of her programming was done at. One can speculate that they took the baby for some perverted use.’ I didn’t make this shit up, someone might have, but it wasn’t me!

“…Lore is basically a tale of three designers and their progress and demise in life.”

Format: It appears that Lore’s winter 2008 line is taken in a different direction than its previous lines. Why the change?
Aaron: We went for a different feel this line, because we wanted to bring more colors and pop, to the more relaxed and natural feel of the previous lines. We have also been getting obsessed with illustrating things, having little individual battles between ourselves to keep progression moving. When we started, we never sat down and said, ‘This is what we are and we will never change.’ We set in design mode and what collectively comes out of that becomes the current feel of what we are doing.

Format: Why does Lore have an attraction to zombies?
Aaron: Zombies go hand in hand with the Lore mind frame. They should be dead, but the refuse to die and they will make their point by eating the brains of all that are helpless to stop them. They are timeless, lifeless inspirations. I always trip out on the scenario of lying on your death bed with your wife and kids at your side and you get asked the question ‘What did you accomplish in life,’ and most people being dumbfounded with an answer. ‘I got a house, cars, this and that…’ and not really appreciating the whole journey of life, it’s just kind of taken for granted. I know all of us are always tripping on life and how to really appreciate it. I always fall short of my true intention, but I suppose if you’re really looking at ways to improve your quality of life then its all good, but in a genuine sense.

Format: What are Lore’s future plans?
Our future plans are basically just to stay on our undetermined course and keep banging out some original designs. We have our online shop opening up in a week or so and after that we are plotting on releasing a mix-tape with some friends of ours who have been on a steady diet of beats and toxins. We have a lot in the works as of now, so we are just going to keep up the pace and continue to keep the third eye open.

More Info: http://www.lorestudio.com

Kemp Illups

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  1. I bought the damned red zombie shirt.

    I didn’t want to…cause I’m not rolling in green and the price was too steep…

    …but I couldn’t resist that shit.

  2. i just ordered the kill kill kill shirt. it speaks worlds about drug use if you read into it the right way and i’m all about that. and yeah dan i was so tempted to snag the zombie ones.

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