‘The brand is a representation of oppressed youth’: An interview with Lorenzo RSV
Interview by Karan Teli
While Lorenzo RSV has been making headway with his music, just dropping his collaborative project with DannyyDread and appearing in Dazed Magazine, his brand ‘ColdSoul’ is just as exciting. I caught up with the 18 year old creative to discuss all things ColdSoul and fashion related.
14HQ: First things first, introduce yourself to us.
Lorenzo: My name is Lorenzo RSV, from West London, 18 years old. I’d describe myself as a creative.
Only 18? I thought you were much older, around 22 or 23.
*Laughs* So many people say that to me.
Why did you decide to make a brand and how long has ColdSoul been active?
ColdSoul has been active for 3 or 4 years now. The brand stemmed from the idea of the youth being oppressed. The government question why the youth is like this, but they made it like that. They gave the youth a ColdSoul. The brand is representation of oppressed youth.
So it’s inspired by the people around you and the things you see?
Exactly. I’ve always been into clothes. That feeling when you go to the shop and finally find the piece you’ve been looking for. Why not feel that every day? Why not make your own clothes?
How would you describe the brand? What’s the kind of person who would wear ColdSoul?
Contemporary. Each piece is a different form of expression. It caters to different audiences.
Do you do this alone or do you have a team?
Basically, just me. The creative side, it’s me. But, with creative direction and art direction, my girl has an input too.
How do you start a brand? How do you find the people? The manufactures?
I learnt the hard way. In life, don’t take shortcuts. I took shortcuts by going to online manufactures and I ended up spending way more than I needed to. From then, I said to myself ‘what is the cheapest and most effective way to get things done?’ So it worked out better for me. You do have to do your research. You can’t just go straight in.
Do you draw inspiration from brands?
100%. More from the creatives behind the brand. Virgil. I believe anyone that makes a brand currently would say him. His simplistic concepts which mean a lot. I’ve got a shirt that says ‘No Friends’. That’s an actual statement. I have a tight circle.
Who are some people you want to see in ColdSoul one day?
Rocky. Travis. Those are my style influences. Well, Rocky is fashion wise. Travis is expression wise.
You also make music too. What’s the split like between working on music and working on clothes?
It depends on the schedule. For example, okay you’ve just dropped your project, you’ve been promoting it and doing interviews on Dazed for your music. Now it’s set in, go back to clothes. Work on that and drop a collection. That collection drops, now back to music. The balance is so important. When you’ve put yourself in two lanes, your only competition is yourself. You’re the only one who keeps yourself above water.
Do the people around you motivate you?
Definitely. It’s like friendly competition. I see my friends doing dope things and I think to myself ‘okay now I got to get back on my shit.’ It keeps us all going. It’s healthy.
Are those the people you go to for creative input?
I go straight to my girl. You have to keep designs close to you. In this type of industry, your design gets out there and next thing you know, it’s not your design. Especially with clothes, you have to be tight lipped. If you’re a start-up, nobody will even know that’s yours.
Do you describe it as Streetwear?
It could sit in there. Definitely not high fashion. I don’t want it to sit in that category. But the best way to describe it is contemporary.
What’s your end goal for ColdSoul?
Become an in-house brand. I want to divert the brand away from me if anything. One day, hand it over to somebody else but still be the director and be involved. See what they do with the brand and where they take it.
Now that you’ve just put out your latest project, are you back to clothes?
Not yet. I’ve still got 2 more steps of music left. But after that, full effect, were back to clothes. You have to do it like that or you get the two mixed up. You put pressure on yourself.
What advice would you give to other young creatives like yourself?