We had the opportunity to interview Rodney Tam (left) and John Zai (right), the key members of Made in Character, an emerging local clothing brand. The interview covered the brand’s background, the recent launch party and their future plans.
Can you briefly describe your background and your specific role in MADE IN CHARACTER?
Rodney: I am a student and the main originator of this project. I founded this brand with five other close friends: John, Frankie, Brian, Joseph, and Raymond. I am mainly in charge of public relations and the promotion of the brand.
John: I am the graphic designer of Made in Character. I went to AI and have received both graphics and web diplomas. I am in charge of brand identity and communication design.
Are there any aspects of Vancouver that you think are important which inspired you with MIC?
Rodney: When I was young, I was involved with many activities within street culture. Skating and graffiti were some of those hobbies I had but I never really got noticed or had a chance to express my identity through my hobbies. That triggered my thoughts into starting a brand to promote individuality.
What do you think about the overall HYPE in Vancouver?
John: HYPE is low in street culture. HYPE is laid within commercialization. It is too commercialized so there’s not too much HYPE.
How did you guys and the rest of MIC Crew begin this project, and what are your common goals?
Rodney: Our brand started at 2004 and was at dormant stages as we were all building up ideas and forming a collection of set goals to set the correct path for us to take. We were also lacking a graphic designer, but then we found John and he helped us light the fire.
Our ultimate goal of the brand is to be able to successfully promote local people from Vancouver, such as dancers, skaters, DJs, artists, designer, etc. We want people to buy the brand because of their respect and appreciation of the local artists that wear MIC, and not the brand name itself. I believe we would have already achieved success if our brand is able to promote locals through our label promotion to the masses. If we are able to promote these undiscovered people successfully and make them famous, we will have achieved our goal. The brand “MADE IN CHARACTER” doesn’t necessary have to famous or well known; the unique characters within our city should be.
John: I got involved in MIC because during the end of my school career, I had a massive project in which I was assigned to create a street wear project in brand identity. The Made in Character crew were my buddies so I chose to work with them.
What do you think is the stepping stone for your brand’s launch?
Rodney: The party. It was our public launch party and it was our first chance to promote our brand. We worked really hard to mass promote to give a good first impression to our city.
John: The logo creation. It allowed us to have a clearer and distinct vision on where our brand will take us. The concept behind the logo is about “character”. Everyone has their own style and identity. My idea is that everything has copyrights, so should our character. I blended in the elements of the following: C from Copyright mark and the R from the Register mark as a logo combination which makes “MADE IN CHARACTER”
How did you think the night went? What was your most memorable part of the party and why?
Rodney: Our goal for the party was to spread our brand name to everyone, even to ones that didn’t attend the party. We had the chance to work with the Groovy G’s and the Stone Foxx Dance Crew. During the night, most of the attendees were wearing our shirts and to us, that is a great achievement. I definitely think this was a successful launch. My favourite part was when the DJs threw our shirts out to people that appreciated our designs. My most memorable part is the CREW picture; it was a snap shot of me and everyone that supported me in the launch of this brand.
John: To me, the night was good but we could still do better in terms of promotion. We were a bit rushed since we only got only one month to prepare. If we had more time, it would be better and for the next party you will sure see a greater improvement. Nevertheless, for the short time planning, I still think we did a fabulous job and it was a great night for MIC
What is your favourite MIC design/shirt/item is your favourite and why?
Rodney: The ones I like haven’t been released yet
John: The shirt i like most is the original MIC print.
Any spoilers on upcoming collection release?
John: Upcoming release will feature accessories, not just tees.
What is next step for “MADE IN CHARACTER”?
Rodney: We are planning to create opportunities for crossover’s between dancers and DJs, and DJs and artists.
John: A book made especially for our brand will be released which will be focused on people we sponsor, upcoming events, and street culture of Vancouver.
Check out their products at: http://madeincharacter.com/
Photography by: Nico Mak