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SOFTGOODS: True Focus
13th April 2005 - James
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Now we've run a few softgoods articles now and we're seeing a pattern here, they're all rider owned and operated. This is the way we need to go - sure the corporate big companies bring in the major ££ but where else can you find designs designed by someone of the same mindset.
We're not all the same, we all have different views on things but MTB brings that all together. We stumbled across True Focus after Andrew dropped us an email asking for a link exchange, we can do better than that!
The thing that hit me about his designs are that they actually mean something, they're relevant and we think they're pretty cool at the same time. Forgive me if i'm getting arty farty on you - these designs rock.
What do you see?
We asked Andrew a few questions to get the low-down on whats happening and where his inspiration comes from..
FTMB: Why start a clothing company?
Andrew: Way of getting my art out there.
Way of expressing my views on society, environmental (e.g. vacuous pop music, air pollution, complacency), things I do that I enjoy e.g. mountain biking, music production, digital art, socialising.
*I'm proud to say that I am a mountain biker, a mountain biker has a certain mindset which is unique and very positive and progressive.
Whether its getting over the fear of jumping doubles, doing a drop, being fit enough to ride epic routes over beautiful rugged terrain - sense of exploration, self-improvement and progression.
*Way of expressing a lifestyle overlapping mindsets of extreme sports, music production and creativity. I want to say - im enjoying my life doing sports I enjoy, learning, being creative, thinking positively, and feeling relaxing.
*Way of being independent and not going down the orthodox graduate employment route, wanted to get back into artistic projects *Expand on creative ideas dreamt up at university with like-minded people- expand on my participation in societies there - e.g. york mountain biking club, digital art society provided much inspiration.
FTMB: What makes your designs stand out, as opposed to what's on the market now?
A: They are not just a name on a t-shirt that is associated with a bunch of riders, they are not trying to be punk more emphasis has been put on the designs themselves to subtley express a message that is inline with the ethos of the brand without being overly offensive.
*They are independent, exclusive artwork not designed by a bunch of graphic designers.
*They are intelligent, clever, thought provoking designs. (i dont want to sound big headed but ive got an environment, economics, and ecology degree so I have some reasonable ideas)
*Promote a way of thinking, a change in perception, inform or create awareness - for example 'no box' design - freedom of thought, thinking differently- dissociating with the 'following the flock' way of thinking.
*A lot of thought goes into the designs- not just going for the obvious e.g. taking the piss out of Michael Jackson, anti-bush t-shirts.
*The brand represents my mutual interests of music / music production, mountain biking/extreme sports, lust for knowledge life exploration and expression.
FTMB: What's the plans for the future?
A: Plans for the future are marketing the brand, getting it known and getting some proper sales .
*Get out there in mountain biking, just riding, enjoying it, supporting some riders.
*Expanding the website into more of an artist community, designs from other people, artwork, music, other clothing products.
*In the short term getting to plenty of festivals e.g. we're at the Nokia Urban Music Festival this Saturday in London.
*Express ourselves and be creative in more ways, share and exchange ideas with others. education and events.
FTMB: True Focus, what does the name mean? Why choose it?
A: True Focus was dreamt up I can remember exactly where - I was getting some miles in on my bike just riding along the york to selby old railway track taking in a nice sunny day.
*It just means being free, expressing yourself, not living a structured "given" lifestyle programmed into you by your parents or school or media, internalising and finding want you want to do and following your instincts, balls to the walls basically and going for it.
Think out of the box: No Box.
Head over to www.truefocus.biz and take a look for yourself and have a good click around...
Check out our other softgoods articles:
Royal Racing
SnaxIndustries
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