You left your jobs in advertising for it. Is there a central theme that connects the dots between the two career paths?
Yes, definitely. I think one of the most critical points was my brother’s training in architecture. He went to Bartlett, a cutting-edge architecture school. There you don’t design buildings. You write fairytales or you create new bits of history. What he did get is this real training in materials. The other point was obviously advertising, meaning you can have the best idea in the world, but if no one else cares, it isn’t actually a good idea. That’s why today we have clothes that are very complicated to make with names like Apocalypse Jacket or 100 Year Hoodie or Solar Charged Jacket – names that are very simple but also very descriptive.
Do you think the world really needed another clothing brand?
When we first started, so many people told us that the world doesn’t need another one. Everything’s been done already. And you just go, “It isn’t true. It just isn’t true.” In the same way that when Elon Musk started Tesla, there were plenty of car brands, right? But it is possible to do something new. People often confuse market saturation and the ability to do something new. Market saturation can also mean there’s lots of people all doing the same thing.