I’ve always believed that image is not just about wearing the most popular clothing. The clothes we wear should be a reflection of our personality, not an advertisement for a corporation. I was sick and tired of seeing the same bland, cookie-cutter designs that reflected nothing about the person underneath. I wanted clothing that made a statement without having to compromise on the message. I wanted something real.
Everywhere I looked, I found clothing that aesthetically portrayed an “I don’t give a fuck” attitude, but when it came to making a statement, said nothing. Most companies are afraid to say anything even quasi-provocative because they’re in the business of making money. They’re fearful of alienating even a small portion of their market and affecting their bottom line.
So I started making my own t-shirts in my basement. I wanted to challenge the status quo and I wanted people to look twice. Most importantly, I set out to create unique designs that can’t be found anywhere else. After a few nights out on the town wearing my shirts, I quickly realized that there are others looking for something original, provocative and real.
Fit and feel is of the utmost importance. There’s nothing worse than buying a cool t-shirt only to watch it morph into something unwearable after just a couple washes. I wear a lot of t-shirts and I believe that the best product out there is made by American Apparel.
American Apparel is based in Los Angeles and is committed to a sweat-shop free work environment and ethical treatment of their employees. They pay nearly twice the federal minimum wage and offer all employees company subsidized health insurance. Most manufacturing companies outsource to other countries and pay their employees a fraction of what American Apparel does. I’m proud to support a company that is a true model of corporate citizenship.
Living in both Southern California and DC, I’ve met lots of people who share my interests in art, music and fashion. My designs are influenced by my friends and the times we spent hanging out on the beach, going to shows and lounging around our apartments listening to records. I wanted to create clothing that reflected the beautiful people and amazing memories born out of so many sunny days and late nights.
The Printing Process
Every piece of clothing I sell is handmade. I use an old school manual printing press and each shirt is made one at a time. That means that every shirt is going to be slightly different from the one made before it, which adds to the unique nature of our designs. When you wear Softcore Laundry, you’re not just wearing a shirt. You’re wearing a piece of art. And that’s kinda cool.
Brendan – The Squeegee Master