If you don't know Breaks Magazine, you should get to know them. The British online original content magazine has a history of pulling out amazing interviews with important people from the streetwear and BMX cultures. Recently, they say down with Scott Sasso of 10.Deep for a one-on-one interview with the seasoned designer, to talk about the origins of the label and his experiences during his 20 years in charge. Discussions centre around the streetwear landscape today, 10.Deep's longevity, and the collaboration with BMX brand Animal Bikes.
Check out some excerpts of the interview below, and head over to Breaks Magazine to read the full deal.
How did 10Deep start, and what was the brand like back then?
Much like most of the earlier roots of ‘street wear’ it was honestly done with out any sense of business consciousness. I woke up one morning, thinking that I wanted to start a t-shirt brand like many of the guys graduating from graffiti before me were doing, so I wrote down a bunch of names on a piece of paper, taped it onto the wall of my college dorm, and eliminated the ones that I liked least over the next few days.
10Deep was the name I liked best. I just wanted to make a couple of t-shirts really as something cool to do and as an extension of my interests in graffiti, zines, etc.
Where does the brand stand, and have you ever had to ‘reinvent’ yourself? As when you started, 20 years ago, ‘streetwear’ didn’t exist like it does today.
The brand has always been true to its core so there hasn’t been a need for reinvention. We’ve always been based not in what we think we ‘should’ do but from the collective of interests and tastes of our small and eclectic crew of friends. That said, sometimes we find it necessary to re-remind the street wear public (who often like to assign their own assumptions and values to brands) who we are.
Out of all the collaborations you’ve done, the Animal Bikes one was the one that spoke to me most – how did that come about, and why Animal?
They approached us, we were cool with Hoder who I think was riding for them, and we were able to do what we wanted. Friend’s, and shared social circles make sense for collaborations, especially on products that we don’t make.