Monumental Beginnings

After keeping in close contact with Svperb, it’s official that they’ve continued to jump on the rundle and hit you with some more street fire. Over the weekend we had a chance to get with The Svperb Label for a brief interview about the brand, how things have been, and where they see things going. You get a strong sense of determination behind the Svperb philosophy and ambition that has embodied an Vunstoppable momentum, ready to take it to the next level.

First things first, where or how did you come up with the concept behind “SVPERB”/VNSTOPPABLE?
Superb came naturally to me when I was still in the blueprint stage of building a brand(name). I had a couple of names lined up and just felt right with Superb. All the elements you can find in this name were just right to me; it was short/concise, it stands out, it’s powerful, and very conceptual. “Unstoppable” was something I always carried as a slogan when I was heavily involved in music and production. If you put it together, the name is almost seamless. Superb Unstoppable.

What’s the significance behind the “V” replacing the “U” in Superb?
It serves many purposes. Primarily, the “V” stands for victory, which is a philosophy or message we like to portray through the brand. In our SVPRB logo, the V is underlined. This is also a graphic interpretation of the “Dethroned” tee from our fall 09 line where the pyramid is upside down. It symbolizes power and superiority by making a statement about dethroning another in their respective position of high power. Overall, it plays a role in reinforcing the way we are shaping our brand. It is very aggressive. However, the true and actual name is and will always be Superb, spelled with a “U”.

So after the drop of the first chapter of “The Superb Label,” how did things go?
I expected things to go very well but it far exceeded my expectations. We had a lot of retailers contacting us and a lot of blogs/online magazines supported the release as well. We’ve been told that we hit the ground running and that might even be an understatement. As humbly as possible, we surpassed a lot of upstarts and a lot of people didn’t really consider us as such and are now telling us “they can’t believe this is our first/second season”. We were beyond that level even though it was only our first season. It’s a very good thing to even have some of the accounts we already locked in during our first and second season and I’m grateful for that.

What inspired the “Lords of War” theme for the second chapter?
The first chapter was dubbed “Unstoppable” to introduce and present the brand as a momentum that will cause a collapse in the dam. Lords of War continue where the first season left off and complements the second release by stating, metaphorically, that we are of “high power”. We want to give the idea that our brand seeks permanence. A lot of kids start up small lines and they never get to see a second season; that’s not the case with us. We moved on to the next season so effortlessly and we felt that it was only right to name it such because we really are prevailing within the war (of everyone trying to penetrate the already over-saturated streetwear market). Next season, we’re building a fortress to keep everyone out in a sense that we are setting the new standard of how something should be started. That’s why were calling the third chapter “Colossal“.

Do you have any specific expectations for SVPERB 2010?
2010 is going to be a great year for Superb. We are slowly building a viable team. We’re looking to really cement the brand in so that it becomes synonymous with some of our more well-known friends and competition alike. I expect a lot of challenges but we’re going to try our best to perform well during the year.

So, what can the fans expect from SVPERB in 2010?
Expect to see a larger scale of distribution, an expanded range of product offerings (denim, cut-n-sew, etc.), great collaborations, a wider selection in styles, more colors, and more classic material. One more thing, fitteds. Yes, everybody is waiting on those.

Now we know you have a solid distribution chain in order, so to wrap it all up, where can Cali Breeds find the gear in store?
Currently, our production run is in very limited numbers. We were forced to actually shut out a lot of retailers who were interested in our current seasons so instead, we forward them to our spring 2010 offerings. But, you can buy everything at our online shop (http://www.thesuperblabel.com) or Karmaloop.com/Superb (will be active soon). If you are local to LA, you can hit up El Mercado . I also have a great relationship with one of our accounts in Arizona called Finally Made. So, if you’re in that area, hit them up.