8IGB COMMUNITY CLOTHING IS A SKATE LIFESTYLE INSPIRED APPAREL BRAND, BASED ON GRAPHIC PARODIES AND DUAL MEANING SLOGANS WHICH OFTEN HAVE A SPICY TWIST AND A SEXUAL COMPONENT COMING FROM THE GAY WORLD, VERY INFLUENCED BY MATT LAMBERT’S PHOTOS. THE CONCEPT WAS BORN IN A SMALL BUILDING AT #8 OF A LITTLE ALLEY IN THE 18TH DISTRICT OF PARIS; 8IGB ACTUALLY STANDS FOR 8 IMPASSE GROSSE BOUTEILLE.
THIS BUILDING IS THE MOST UTOPIAN PLACE EVER SEEN, IT’S WHERE PEOPLE LIVE WITH OPEN DOORS, WHERE EVERY NEIGHBOR IS A BEST FRIEND, WHERE YOU NEVER FEEL LONELY, WHERE YOU CAN PAINT,READ OR ENJOY A BEER TOGETHER IN THE COURTYARD, WHERE THERE IS ALWAYS AN EXTRA PLACE FOR WHOM WANTS TO JOIN IN. THE BRAND PHILOSOPHY IS, OPEN DOORS, OPEN HEARTS AND OPEN BAR…8IGB COMMUNITY CLOTHING’S CONCEPT COMES FROM THE DESIRE TO GIVE A VERY INTIMATE AND FREE DIMENSION TO CLOTHES, WITH A CERTAIN LOVE FOR BAD TASTE MIXED WITH A POETICAL AND DECADENT VIEW OF LIFE. EASY SHAPES FOR DIFFICULT PRINTS.
On the back of each piece you will find the slogan «I don’t match», which is the way we feel about society and different tribes. We don’t match any category. On the other hand the little wooden stick with the typical red head called “match», is an object that is close to us and illustrates us very well, all similar but all different, like in a matchbox, small, nice and friendly but if you scratch it will burn. That’s why they choose to place a real match stitched under their logo on each item. Ruben Bissoli is an Italian fashion/graphic designer. After he attended Istituto Marangoni Milano he moved to Paris to attend Studio Berçot. Finished his studies he soon worked for Balenciaga as designer assistant specialized in prints, t-shirts and knitwear. After this experience he worked as a freelance graphic designer. His versatile spirit took him afterwords to work in accessories, so he became shoes head designer for the brand Eleven Paris. The experience at Eleven Paris reinforced his sensibility and interest for street-wear. With 8IGB community clothing Ruben Bissoli wants to express a spicily ironic vision of life set free from “good taste” and strict society codes through simple cool-to-wear clothes, inspired by vintage sportswear, pop culture and skate-life.
How would you describe the 8IGB Community clothing as a concept to your customers?
I would say that 8IGB it’s 1st of all a way of living , a sort of philosophy of life, escaping the constraints of society. This concept is translated into clothes by mixing very industrial look with touches of truly home made that create a confidential relationship between the brand and the client.
What is the brand’s competitive advantage and why it can’t be copied?
Nowadays everything can be copied technically but what it cannot be copied is the soul of the brand.
8IGB is basically the name of a building where the brand was born and what made the DNA of it was the atmosphere of this building and the personality of different people living there. The brand was born few months after the tragic terrorist attacks in Paris that gave to people around me the need of freedom and hope and rebellion. This is history, sociology, psychology this it’s everything that created the brand’s DNA, it cannot be copied and if it can technically it cannot be sincere and authentic.
Describe the FW18 collection in three simple words.
Sport active, polished and rough at the same time and repository.
What do you find is the best marketing strategy to push your brand to a wider audience?
The best for us is to build a community with people close to us, the secret is to build it maybe slower but with strong and real links between the brand and the people we meet; we cannot be alone creating the interest for the brand it must be a collective purpose.
How do you find inspiration in providing the latest trendy designs of clothing every season?
It’s a dual process, there is a part that comes from my background often from my childhood and a part that comes from the actual trends, but I don’t follow a particular trends website or trends reviews to do that I really believe in what I call “l’air du temps” it’s something which is above us that decides what we will want next year but it’s completely unexplainable and intangible. By the way the most important for me is to transmit an atmosphere and awake remembering into people, it’s not an elusive fashion but inclusive.
What would you say is your personal favourite design in the brand’s latest collection?
Actually the designs I like the most before the production process are the ones I hate in the end because they causes a lot of troubles and productions problems so after all what I like the most are the pieces that simple and efficient that combines creativity good price and easy to be produced. The piece I like the most in the last collection is the purple short sleeves sweatshirt with wallaby l’oeil pocket with reflective flex print saying UNDEFINED CLOTHING OF 8IGB.
Did you anticipated that the 8IGB Community Clothing would be where it is now?
Not really, 8IGB started as a online shop on a customizable t-shirts platform so I really could not imagine all this but once we are in this process of growing we cannot stop wanting more and more.
Photos courtesy of press office
Interview Mira Postolache