Failure demotivates. Yet, without significant failure, Absüre would have never been brought into existence.
After suffering three knock-backs at graphic design school, Nicolas Di Santo moved into his own fashion realm.
Originally working for other brands as a photographer in Paris and London, the shift away from being interested in imagery, moving towards a passion for fabrics, was when Absüre first came into development.
“I wasn’t looking for ‘mental photos’ anymore, instead, looking at the people tees and crewnecks, and matching an idea, a font and a photo to them that I previously thought, draw or shot.
“Slowly, I started making t-shirts for myself and when people heard I was making them they wanted to buy them. Then I realised that it was time to make a change.”
However, having just launched the first part of their SS19 collection, Nicolas isn’t sure streetwear needs his label yet.
“I genuinely don’t think streetwear needs Absüre right now, there are so many emerging brands out there these days.
“Although, I strongly believe that we are currently one of the very few brands with a different approach to the streetwear culture and we will enhance that approach in the long run, keeping the themes a bit dark and subcultural.”
Absüre is providing the fashion industry with a unique take already though. Partnering memes with metal-heads while finding a way to incorporate a techno influence into their designs.
“Using memes is our way of saying “we are not just another soulless business, but there is a human behind this account.”
In terms of the music, Nicolas cites techno’s ability to bring people from all different backgrounds as an inspiration to his label.
“Techno and house have made possible what sounded impossible years ago. During the golden age of acid house in the UK, punks, metal-heads, skinheads and so on were flaming the dance floors across the country altogether.”
And, music has provided Absüre with a niche of their own. Running a podcast alongside the clothing, it’s evidently clear how intrinsically important sound is to their style.
The podcast gives value to their visitors for free, allowing fans to discover new artists and sounds that they may have previously been unknowing of.
“These industries are just two faces of the same coin. Music has played a massive role in determining what fashions are, well, in fashion.
“Most notable is the punk movement, the revival of grime and 90s grunge, which were all determined by music and fed their way into the fashion industry.”
This take, fusing together sound and style, has proven successful. The failure of graphic design school is long forgotten as Absüre continues to grow. People are clicking with the creative direction in a much more important way than Nicolas’ design lecturer failed to do.
Nicolas Di Santo, on behalf of Absüre, speaking to Wear? Magazine.
Images courtesy of Absüre (@absureclothing).