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MASTERMIND

“My goal has always been to make a product that you could wear at a party or on the golf course with your dad.” With the following he already gained, it served as a good starting point for his next project. Teaming up with business partner and friend Tony Cerniglia, they uploaded their first prototype, the “Drake in Dada” meme embroidered on a polo shirt, to gauge the audience’s reaction. “When we posted that Drake polo on social media, it eventually led us to the M.O.C. Brand. I had actually uploaded it on Titled’s Instagram and my personal Twitter to see what sort of buzz it would create,” he recalls. “I thought it was gold, so I knew some people would get a kick out of it, but the reception was phenomenal and the impact is evident in streetwear, even today.” Sipping tea while breaking the internet, they went on to create their blend of pop culture on pieces with class and edge, such as bucket hats, caps, polo shirts, and sweatshirts. Forever capturing icons and images like Miley Cyrus, Pharrell’s hat, Nicki Minaj’s “Anaconda” pose, and Kim Kardashian, publications like MTV, GQ, Billboard, Complex, Fader, and BULLET were quick to pick on the cultural mimicry that was leaking into streetwear. Evolving the already widespread phenomenon of our generation, Joseph created a fresh venue for jokes to be shared, embodying the universal urge to click the share button through being able to wear it. Taking this to the next level, the designer launched his latest brand Iconic Culture. “With the M.O.C. Brand, we just did memes in images that were immediately popping off. Iconic Culture is me reaching back into pop culture and capturing moments or even phrases that have stood the test of time, whether it was 20 years, ten, or as recent as this year. It’s an opportunity to embody other iconic moments in our culture, while keeping the same clean-cut, minimal, embroidered pieces for customers and strangers who recognize them.” A couple of icons in the line include Gucci Mane, Kanye, and the phrases, “Thug Life” and “Woes”. When asked what’s next, he answers, “Right now, my focus is Iconic Culture, but this definitely won’t be

the last thing you see from me. I plan to do something later on that’s my more serious approach to fashion. I feel that early on. Titled matured with me, and when my ideas and designs come to a point where they are ready and manifested, it will be a continuation of that brand mentally, yet entirely separated to the public eye. The concept has always been there, my ideas and inspiration grow with me and took new forms everyday.”

iconic-culture.net @_joseph_evans_

statusmagonline.com - 69

STATUS Magazine November 2015 feat Lucky Blue Smith  

STATUS Magazine November 2015 feat Lucky Blue Smith Plus: Teresa Oman Nick Brewer Mija Clairity Oh, Flamingo! Jerrold Tarog Keiynan Lonsdal...

STATUS Magazine November 2015 feat Lucky Blue Smith  

STATUS Magazine November 2015 feat Lucky Blue Smith Plus: Teresa Oman Nick Brewer Mija Clairity Oh, Flamingo! Jerrold Tarog Keiynan Lonsdal...

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