Forget net-a-porter or any other porters for that matter -
here we have something closer to home. Recently we chatted to Original Native, an online platform standing strong on their promise of raw creativity, honesty and a wicked soundtrack...
here we have something closer to home. Recently we chatted to Original Native, an online platform standing strong on their promise of raw creativity, honesty and a wicked soundtrack...
Where did the original concept come from?
"Original Native came out of a road trip across America a few years ago. In each state we would go to a mall and it was like groundhog day- the same shops, brands and design in every place- from Louisiana to Nebraska.
We arrived back home to the UK and realised the same was happening here, high streets are homogenised, big name brands were taking up retail space and pushing out the independent labels. There is some amazing talent around that just isn’t getting seen or supported the way it should be. We wanted to provide a platform for that talent by not just selling new brands but supporting those brands as well as other creatives through our editorial section, The Review.
In The Review we feature brands and labels, new music, events, exhibitions, moving picture and social comment. All of these pieces are written and designed by emerging artists, writers, illustrators etc, allowing them a global platform to showcase their work not only to customers but also to the fashion and media industry. The site went live in May 2012 after 8 months of planning and design. There are 4 core members of the team that shoot, upload, buy and design the site. All are 30 or under, with backgrounds in art, design, music and marketing including the Ex Head of Creative for New Look and POS designer for Superdry. The rest of the team is made up of around 20 (and growing) contributors and collaborators including MUA’s, photographers, writers, stylists etc who join us for projects and feed in new work and ideas."
The Review:
section of the platform featuring brands and labels, new music,
events, exhibitions, moving picture and social comment
What brands do you include/sell?
"We stock brands who are offering something a bit different and who approach design from an interesting place. We like brands and designers who design based on passion or feeling rather than what they think will sell well. For example, LESS clothing are one of our favourite brands- they are inspired by 90’s house record covers. Paradise LA is inspired by a crazy tour with a rock band in ’76. Because people design from an honest place and really know their stuff- the product is authentic and unique.
The brand mix is quite varied- we don’t want to appeal to one group of people and think its cool to be as multifaceted as possible. No person is one thing or style and we only buy stuff we’d wear ourselves."
Who/what inspires ON?
"The girl or guy who is in their bedroom screenprinting t-shirts or drawing gig posters in-between shifts at McDonalds and the local video store! Those guys are more progressive than any established label or brand out there Day to day, our inspiration comes from road trips, Jack Daniels Honey whiskey, cheap red wine, mavericks, Ricky Powell, Pinterest, surfing, Hugh Holland, Americana, subcultures, friends, the suburbs, people who say yes and Berlin."
What makes ON different from other online selling platforms?
"The involvement we have with our customers and collaborators- ON is a network for like-minded people and we encourage people to get involved- write something for the review, tell us about your band, ask our advice about starting a clothing label, style a shoot. I think this gives a kind of honesty and a rawness not seen much on other platforms, which tend to be very polished and strategic."
Where do you see ON in five years?
"Getting to push the boundaries with photography, design etc and being a source of inspiration for people.
Having a larger team and continuing to have an amazing network of creative talent to work with and be inspired by. Seeing people who have collaborated with us go on to have great careers, successful brands etc, and an office next to the beach and cocktail hour every day!"
Who would be on ON’s soundtrack?
"Every song Spike Lee has ever put in a film, all 70’s and 80s cock rock ever made, Alice in Chains, Hole, early grunge like Mother Love Bone, 90’s soul, Unkindness of Ravens, Pharcyde, Napalm Death, Harbour, CSNY, Ventenner, Glen Campbell, Gary Clarke Jr, Chet Faker, Ta Ku, Nas, Mos Def, Black Sabbath, Steely Dan."
CHECK OUT THE ORIGINAL NATIVE WEBSITE @
Interview by Beth Carpenter - www.cargocollective.com/bethgcarpenter
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