In the fashion industry a year might as well be a decade. To stay relevant you have to be pushing every day to get your name and your gear out there. If you only drop one collection there’s little chance you’ll be remembered longer than a minute. For a new streetwear brand starting out, it can be murder trying to make it. To compete on any level you either need to be dropping new gear constantly, or be making product that can be relevant all-year long. For New Jersey’s False Reality Co. quality, not quantity has been their focus since day one. In their first year in the game they’ve only had a handful of drops, but each one has been stronger and more memorable than the last. Their first offering of shirts and tanks featured some well-executed artwork that is just as desirable now (and thankfully still available) as it was when it dropped. Recently for fall, they dropped their Five Panel Chambray hat collection that featured one-of-a-kind stripe and tribal patterns on some carefully crafted hats that demonstrated their less-is-more mentality and showed new confidence for the brand. We caught up with False Reality Co.’s founder Nick Kramer, to find out what his vision is for the brand and what his first year in the streetwear game has been like. Read on!
INTRODUCE YOURSELF AND YOUR ROLE AT FALSE REALITY CO.
My name is Nick Kramer and I’m the Creative Director and co-founder of False Reality. I do all of the designing of our products and I direct the aesthetic of the brand. We are based out of Central New Jersey.
HOW DID FALSE REALITY CO. COME TO BE?
We developed False Reality with the intention to have a clothing company that is thought provoking and interesting. We wanted each of our products to be a conversation piece. If you go to a party and you’rE wearing a False Reality piece, our goal is to have people so interested in the design of the overall piece that they start talking to you about it. Through the use of detail-oriented designs and garments, we intend to have people engage with the products. This could be because someone is genuinely interested in what a specific design means, or it could be because they just appreciate the aesthetic of the piece. The care that we take while conceptualizing and making our clothing is what makes our products so much more than just an ordinary shirt or garment that you can just pick up at any store or brand.
WHAT HAS BEEN THE BEST PART OF YOUR FIRST YEAR IN THE GAME SO FAR?
The best part so far has been the positive response that we have been getting from all of our products. It’s crazy when you put in so much hard work designing, conceptualizing, and executing a garment and at the end of it you really have no idea how people are going to react to it. The most exciting part since the beginning has been every time we drop a new product or entire line and just seeing how people respond to it.
WHAT HAS BEEN THE MOST CHALLENGING PART?
The most challenging part in the past year has been the many obstacles we have hit while operating False Reality. Like any business, there are always set backs through manufacturing issues, delays in production, and deadlines that need to be met. Fortunately, we have been able to overcome these problems and progress as a result.
YOU GUYS HAVE A TIGHTLY-FOCUSED COLLECTION OF GEAR, HOW WOULD YOU DESCRIBE THE BRAND’S AESTHETIC?
One word I would use to describe the brand’s general aesthetic would be clean. The pieces that we put out are uncluttered and are bold in a refined manner. This is more of a reflection on my own personal style because I enjoy clothing that is not over the top but is still unique and creative where you are able to stand out in a crowded room.
THE FABRICS YOU USED IN THE CHAMBRAY 5 PANEL COLLECTION ARE DOPE AND ONE-OF-A-KIND, DID YOU HAVE THOSE PATTERNS IN MIND OR DID YOU HIT GOLD WHILE YOU WERE SOURCING FABRICS?
For our first hat collection, we really wanted to stand out among the tons of other brands that are making five panels and by using a higher quality material like chambray, we were able to do just that. When we decided we were going to make a five-panel collection we intentionally sourced fabrics that were chambray material because of how soft and durable it is. When we were sifting through dozens and dozens of patterns, we had a general idea of what we wanted the pieces to look like and when we found the striped and tribal patterns we knew we wanted our hats to be made out of them.
WHICH PIECE IS YOUR FAVORITE?
My favorite piece would have to be our American Beauty t-shirt. The design is a commentary on privacy and surveillance in America, and when people look at the shirt for the first time they immediately understand that and react to it. It’s fundamentally a conversation piece where people do a double take if they see someone wearing it at a party or on the street because of how interesting and relevant the design is.
WHAT’S THE MOST IMPORTANT VALUE OF FALSE REALITY CO.?
Hands down the most important value of False Reality is authenticity. When we are making products and conceptualizing lines, we are always focused on what we, as a brand, are interested in and not necessarily what other brands and companies are doing. We are always going to put a refreshing spin on our products whether it is by using strong graphics or using an unusual fabric to make the garment higher quality. These details are vital because when people buy our products, they can know for sure that they are getting a unique, thought-out item as opposed to a poorly rehashed rendition of whatever is trending in any current season.
HOW DOES SOCIAL MEDIA INFLUENCE THE WAY YOU DO BUSINESS?
The Internet and social media play a huge role in the way that we operate False Reality. We are able to reach new people and make more people aware of our products through mediums like blogs, Instagram, and Tumblr. I know many people that have bought our products emailed me saying that they have gotten acquainted with the brand through one of these platforms. With this being said, however, I do not want the full reach of our brand to be solely through the Internet. In the near future, I want to be able to interact and directly speak to our customers by hosting events and speaking face to face with people who are influenced by the brand.
IF YOU COULD DRESS ONE CELEBRITY IN YOUR GEAR, WHO WOULD IT BE AND WHY?
That is definitely a tough question because there are a few new artists and musicians that I would really want to wear False Reality, but I think that I am going to have to say Kid Cudi. Cudi is essentially what False Reality is about. He challenges people by creating unique and fantastic music and he seems like a genuinely passionate and creative individual who doesn’t really care what other musicians and artists are doing. He is focused purely on perfecting his craft, which is something that I admire.
IF YOU COULD DO A COLLAB WITH ANY BRAND, WHO WOULD IT BE AND WHY?
If False Reality were to collab with any brand it would be either Norse Projects or Rockwell by Parra. I think that Norse Projects’ designs and overall aesthetic is so clean and I think that we would be able to make some really nice pieces if we were to work with them. Rockwell is extremely creative and their designs are unique to anything else out right now, which I really appreciate.
WHAT CAN WE EXPECT NEXT FROM FALSE REALITY CO.?
Right now, False Reality is very much in its infancy. It’s very exciting to see where the next few years will take us as a brand and how we will progress. In the future, we plan to expand into more cut and sew items. I also hope that we will expand further in the international market as well as becoming a staple in the competitive streetwear industry.
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