Thread.co.nz asked Stay True designer Dominic Ellett about his streetwear label which he began as a project to keep himself busy after he left school, and he’s developed into a website, selling tees and beanies online…
Thread.co.nz asked Stay True designer Dominic Ellett about his streetwear label which he began as a project to keep himself busy after he left school, and he’s developed into a website, selling tees and beanies online…
Tell us a bit about yourself…
I’m 21 and live on the North Shore, Auckland. I work full time selling Apple computers and have been working on Stay True since 2009 with some help here and there from family and friends.
How did it all start?
I started Stay True in 2009 as a project to keep me busy after I left school. I was inspired by brands such as Love Before Glory, Drop Dead and Agape Attire and wanted to create a brand something like one of them here in New Zealand. I put together a few designs and a website with the help of my Dad and launched Stay True. Three years later, I have another website done and a new range. It’s time to take it from a project to a full-time job.
Where did you shoot the current campaign imagery?
I worked with photographer Devin Hart at The Vertical Line Photography. For the shoot we really just wanted to showcase the tee-shirts standing out against a bleak industrial setting. We shot at the old Navy Base at North Head in Devonport and then added vintage filters in post.
Where do you find inspiration?
In terms of design, I research images and ideas on the net and in magazines and then meet with my graphic designer and we go from there creating and refining a new design until we land on something I’m happy with. I have my garments screen-printed here in Auckland, so it’s a very local production.
Below: Feather Dagger Tee White $39
Below: The Stay True Smuglers Beanie retails at $24.
What does your brandname mean?
The name Stay True has its roots in tattoo and hardcore music and the cultures surrounding these scenes such as skate culture and straight edge culture and I try to reflect that through my products and designs.
Where can we buy it?
For sales see the website www.youarestaytrue.com
What are your future plans?
Eventually we want to have our own flagship store which will house a whole heap of exciting things as well as our brand. For now our focus is on promotion and expanding our range, with setting up a stall at Parachute 2013 our short term goal.
Other things:
facebook.com/youarestaytrue
Youarestaytrue.tumblr.com
Twitter: @staytruenz
Instagram: @staytruenz
Megan Robinson, 16 August 2012
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