And it Only Gets Bigger | Colossal
After much anticipation from its fans and followers, The Svperb Label has finally launched the third season of the brand. This season features a some new designs, packing a lot of force. The designs embody the idea of what it is to establish a legacy through metaphors of colossal structures and ideals.
Check out the complete lookbook at the website. Don’t hesitate to cop a tee either. I highly recommend subscribing to the Svperb blog reel to keep up-to-date with the latest news, drops, and even parties!
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.
Unstoppable Start
The nonstop has officially began as of approximately 6pm (Pacific time of course), September 20, 2009.
Over the weekend I had a chance to link up with the man behind this sVperb URL you’ve seen attached to all the Cali Bred postings. In a nut shell, real recognized real. Two young entrepreneurs with their eyes set on getting their voices heard and doing something many are scared to do. Mister sVperb opened up to me as if I were one of his own, sharing with me where it all comes from. His drive, the energy, his fascination mixed with persistence and consistence, I can’t do nothing more than admire the guy. With The Superb Label being based out of Los Angeles, California, Cali Bred plans on working very closely with Le Unstoppables in efforts of seeing some valuable return for the both brand identities.
The day of launch, September 20, 2009, sVperb offered free shipping on all purchases through the web domain (thesuperblabel.com). Mister sVperb explained to me that the line would be distributed in a handful of retailers nationwide and through the online database. The quantity of units to sale through the online shop is limited to an amount sufficient for those who choose to be sVperb and unstoppable.
From personally keeping tabs on the website itself since the brand first caught my attention on myspace, I’ve seen the site go through many changes in a short period of time. The site now hosts a user friendly flash powered format featuring a music player and eye catchy photos of real models rocking the apparel in real places on the homepage. From the homepage, you can navigate through to find out more about the sVperb vision, check out the blog, shop online, contact sVperb, or even find out where you can find sVperb near you.
Below is the Fall 09 Look Book/Press Release:
“Superb opens up the book to its first chapter and unveils their highly anticipated Fall 2009 collection. Based out of Los Angeles, Superb delivers a dark aesthetic with a signature take that is refreshing. The initial drop includes an intricate set of graphic tees and two crewnecks, while a second delivery en route will be focused more on the cooling weather with a number of fleece present. Having already established a decent following and a great buzz, Superb is a promising new company surely here to leave a mark.
The collection will be available on Superb’s website at www.thesuperblabel.com and other soon-to-be announced retailers.”
Cali Bred will be working closely with sVperb in its future and on going success. Check back in with Cali Bred for any and all sVperb and West Coast Cali updates. And if you’re sVperb, make sure you cop a fit and let everyone know. Don’t forget a second delivery of new styles is set to drop within the next month, so check back for that as well.