We chatted with Heresy a clothing brand which makes unisex clothing, based in South London. They are interested in folklore and the way it relates to modern society and identity. Check out the entire new collection and the interview below.

 

 

HOW DO YOU CURATE YOUR MIXTAPES AND COLLABORATIONS?

Our mixtapes are a mixture of friends, people we meet, and people we want to reach out to. Its a really cool tool to interact with people, a good reason to approach someone that’s doing something we’re interested in and ask if they want to collaborate.

 

 

 

WHAT’S YOUR NEW COLLECTION ABOUT?

Our new collection is about British folklore. Its a funny time for Britain at the moment, there is a lot of negativity surrounding British identity. We’re interested in finding all these semi-forgotten or fading elements of Britishness that are really amazing and trying to work out a way to place them in a current context. Hopefully presenting some positive things about our weird little island.

 

WHY IS YOUR LOOKBOOK ABOUT AVATARS? IS THE BOY ON THE LOOKBOOK EXISTS IN REAL LIFE?.

We worked on the project with our friends at Studio Creme. They make lots of 3D work and were interested in collaborating on something using our HERESY ‘world’. The culmination of it will be an animation with all the objects and figures we’ve scanned. And yeah the guy in the lookbook is indeed a real guy.

TELL US ABOUT HIM

His name is Fabian Henry, he’s a really nice guy and models and skateboards and studies photography.

 

WHAT DO YOU THINK ABOUT THE AVATARS TREND AND LIL MIQUELA?

I have to say we hadn’t heard of Lil Miquela, but we just looked her up now, its cool. Anything that exists on the internet that is mysterious or confusing, or even tricks people a bit is really interesting. The whole idea of having an alternative persona online is cool, there are parallels with having a brand I think.

 

WHAT’S THE MAIN IDEA TO SHARE WITH THE WORLD FOR HERESY?

That’s quite tough. We’re just happy doing our thing, its great when people are into it but also we understand its not for everyone. Work hard, and be a decent person.

NEXT MOVE?

We’ve got three more drops this year which we’re really excited about, we’ve got our own beer coming out too!

 

 

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