Though he can’t recall much, Upper Playground co-founder Matt Revelli speaks firmly of the Upper Playground brand and its backbone, a solid art foundation. Upper Playground’s signature art gallery FIFTY24SF is a staple of the brand and fully reveals the artistic standard and constituent influence behind the designs translated onto Upper Playground’s fashions.
Initially created to represent its birthplace of San Francisco, California, the brand pushes creativity above following popular trends without being mistaken as old fashioned. “We are showcasing contemporary art in various forms. We make apparel, documentaries, have exhibitions from world-class artists, have community projects, books, toys and etcetera,” says Revelli.
To further distinguish their individuality, Upper Playground chose the familiar beastly and eerie mammal known as a walrus to represent the face of Upper Playground. “We just do what we feel is interesting to us.” This is perhaps Upper Playground’s way of separating themselves from the cliché competition.-Makula Dunbar(Format Mag)
My Swag:Please state who you are and your role at Upper Playground.
Matt Revelli: Matt Revelli, Creative Director of Upper Playground.
What other collabos are in the works?
We have a Ducati project that we will introduce in the first quarter of 2009. It’s based on our 10-Year Anniversary of the brand, and the theme, "thank you," will remain consistent throughout the year. Too often people lose sight of the support so many people offer and we will be especially focused on giving thanks to all of our UP supporters in 09.
Any firsts for Upper Playground in `08?
Opening the new stores in NYC, LA and Seattle were the highlights for me - to be able to tell the brand story in our own words without a middleman is very exciting to me.
Matt Revelli: Matt Revelli, Creative Director of Upper Playground.
Describe fashion, where you are based at?
Fashion is the last thing in the cycle of creativity – the bottom feeders of the creative world. If you think about it, for the most part, fashion does not inspire other visual arts. Instead, it’s the one that is influenced by all other things visual. I think good fashion, in a sense, is being a collage artist that takes various inspirations and mixes them all together.
Fashion is the last thing in the cycle of creativity – the bottom feeders of the creative world. If you think about it, for the most part, fashion does not inspire other visual arts. Instead, it’s the one that is influenced by all other things visual. I think good fashion, in a sense, is being a collage artist that takes various inspirations and mixes them all together.
What is the inspiration behind the brand name Upper Playground?
Upper Playground is a higher place where all people from different disciplines come together and exist on a higher platform.
What’s the start-up story for Upper Playground?
Credit cards, multiple jobs and a certain level of clueless-ness were the keys to the beginning stages.
Upper Playground is a higher place where all people from different disciplines come together and exist on a higher platform.
What’s the start-up story for Upper Playground?
Credit cards, multiple jobs and a certain level of clueless-ness were the keys to the beginning stages.
It seems like many street-oriented brands tend to focus towards a youth demographic. That being said, can you foresee this generation of consumers continuing to wear street wear into there 30s and beyond?
I don’t really think about tomorrow - tomorrow is out of our control. I don't really consider us a street wear company; we kind of get thrown in that category, as we don't really fit into another category. I think we would fall into more of a creative lifestyle category.
I don’t really think about tomorrow - tomorrow is out of our control. I don't really consider us a street wear company; we kind of get thrown in that category, as we don't really fit into another category. I think we would fall into more of a creative lifestyle category.
How do you intend on keeping your brand image that of one consumers will actively want to associate with?
If you participate and give back to the culture you are a part of that is not a concern.
If you participate and give back to the culture you are a part of that is not a concern.
Now over the past year you guys have done a LOT of collabos, which ones stand out to you as your favors and why?
I think we are most proud of the adidas colloborations that we have done. In many ways most of the work we do is a colloboration being that we work with over 100 of the most talented contemporary artists in the world.
I think we are most proud of the adidas colloborations that we have done. In many ways most of the work we do is a colloboration being that we work with over 100 of the most talented contemporary artists in the world.
What other collabos are in the works?
We have a Ducati project that we will introduce in the first quarter of 2009. It’s based on our 10-Year Anniversary of the brand, and the theme, "thank you," will remain consistent throughout the year. Too often people lose sight of the support so many people offer and we will be especially focused on giving thanks to all of our UP supporters in 09.
Any firsts for Upper Playground in `08?
Opening the new stores in NYC, LA and Seattle were the highlights for me - to be able to tell the brand story in our own words without a middleman is very exciting to me.
What is 09 looking like for Upper Playground as far as stuff we need to be on the look out for?
I think the thing I’m most excited about is the store and gallery we are opening in Mexico City in late spring. We have really good friends that know Mexico City like the back of their hand and we look forward to interacting with all of the creative talent that lives in Mexico City. We hope to achieve a synergy between up and coming Mexican artists working with the other artists on our roster from all over the world.
I think the thing I’m most excited about is the store and gallery we are opening in Mexico City in late spring. We have really good friends that know Mexico City like the back of their hand and we look forward to interacting with all of the creative talent that lives in Mexico City. We hope to achieve a synergy between up and coming Mexican artists working with the other artists on our roster from all over the world.
Do you find yourself more inspired by fashion or things external to the fashion world?
Fashion doesn't really inspire me all that much. People, ideas, visual arts are the inspiration for me.
Fashion doesn't really inspire me all that much. People, ideas, visual arts are the inspiration for me.
Tell us about Upper Playground winter collection?
We don't really do seasonal collections anymore. Instead we are offering fewer products, more often and moving to a monthly delivery. Think of it as a continuum of quick strikes.
We don't really do seasonal collections anymore. Instead we are offering fewer products, more often and moving to a monthly delivery. Think of it as a continuum of quick strikes.
For some of the up and coming brands, what are some of the overlooked tasks that you had to complete during start-up that they may not be aware of but definitely need to know about?
Don’t do it. And, if you do do it, get lots of credit cards and credit lines. Be prepared to go bankrupt and have an "I don't give a fuck" attitude or your better off not even fucking with it.
Don’t do it. And, if you do do it, get lots of credit cards and credit lines. Be prepared to go bankrupt and have an "I don't give a fuck" attitude or your better off not even fucking with it.
Where will Upper Playground be in five years?
More international expansion, more new media, and more publishing.
More international expansion, more new media, and more publishing.
Any last Words?
TheCitrusReport.com
TheCitrusReport.com
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