The Blossom Effect: FELT is Bringing A Consistent + Needed Voice into Streetwear Culture
Written by Greg Harris
The artistry behind the industry of streetwear is one that carries the art and expression to a day to day basis with each brand’s design. Where companies went from only making stylish t-shirts to having iconic figures of the dressing genre become major players for fashion houses, this goes to show how valuable and more importantly what type of influence is attached to sub-genre of fashion that people don’t always give the right credit towards.
While they are loads brands that are producing material and content every day, you have those who are changing the game as they are not only revolutionizing the industry with their fabrics but also the way they carry the culture. If you live in New York City, FELT is one of those staple brands that are sported by the locals and transplants that get acquainted with the “City That Never Sleeps”.
Stemming from the the roots of music with the creator being Cinematic Music Group’s Jonny Shipes. The brand has gone from some of your favorite acts sporting FELT shirts, hoodies + sweats to FELT becoming a dominant force in their own right with their creative wit and ability to tap in with their audience directly. As much as the brand may come form an organized foundation that provides structure, it still carries a feeling that its strictly for the streets and the people. It feel likes its your best friend’s brand but carries a strong polish to it, it’s blending the elements of familiarity and originality while also implementing a big focus on community.
“FELT feel likes its your best friend’s brand but carries a strong polish to it, it’s blending the elements of familiarity and originality while also implementing a big focus on community.”
In the area of streetwear, certainly now you see brands prosper but that feeling of having that community to back the mission statement of the brand is missing with some people. FELT has made a cyclical process of including their brand with other projects, artists, and other creative ventures they put themselves into. As much as they see it as a way to provide a consistent flow of merchandise, FELT never went away from always supplying the people who love their brand mission. Seeing this valuable asset in their makeup from their company goes to show how you can something brick by brick with the people who truly love what you do.
For Every Living Thing, it makes up the ethos for a brand that’s beyond the material they make, it’s all about the people they serve and how they can grow as time moves forward.