The Hardcore Family
is a clothing brand that's put itself on the map this past year with hardcore designs that people can relate to. We spoke Jordan about his experience building the brand over the past year with the other two founders, Justin and Chase, to now gearing up for the release of their highly anticipated one year collection. In addition, we also spoke with Jordan about the inspiration behind some of their past designs, his advice for other people looking to build their brand online, and their plan to continue experimenting with new creative outlets while always maintaining a personal relationship with their supporters.
Where are you guys from?
Jordan: I'm from Texas, Justin is from California, and Chase is from Georgia.
When did you start Unwanted?
Jordan: I founded Unwanted on September 21, 2018.
How did you come up with the name?
Jordan: I’ve always been into dark/edgy aesthetics and I always thought if I were to ever start a brand, I would like it to be personally relatable. With that being said, I brought my state of mind to life with the brand.
What made you want to start a clothing brand?
Jordan: I’ve always known that I never wanted to settle working for somebody else when I can create my own legacy. Many people are unaware that I am a young father. I just turned 20 years old, and I have a 7-month-old beautiful daughter. A clothing brand has been an idea for me since junior year of high school. Starting my own brand/business and being engaged in entrepreneurship in general has always been my number one dream. Having a child at such young age fueled my passion to become a successful brand owner to provide a foundation for my baby girl.
Was fashion a big part of your life growing up?
Jordan: I’ve always kept my eye on what the “big” brands were doing. Supreme, Palace, FTP, Revenge, etc. But I never really got deeply engaged with “fashion” until after I graduated high school.
How did you come up with the idea for the “UNWNTD-47” hoodies you recently dropped?
Jordan: It was actually the homie Chase’s idea. We wanted to drop something relatively different and “hardcore” so spelling Unwanted out with an AK was a perfect fit.
I saw that design was originally featured on some tees you dropped earlier this year. What made you want to bring it back?
Jordan: Seeing how heavily people messed with the design, it was the most reasonable “restock” we could do. I had so many dm’s from people asking if we were ever going to bring back the AK design. We did a giveaway on a black color-way and seeing how crazy it blew up we had to drop it. It was the most orders we ever got on a 2-item drop. It was absolutely insane.
How did the design for the Unwanted logo originally happen?
Jordan: The homies Justin and Chase started brainstorming some edgy and dark aesthetic logos. We had about 5-6 to choose from, but we all agreed on what we call the "OG" logo. It seems like it was a good choice.
Do you make all your designs yourself?
Jordan: Justin and Chase handle all the graphic designs for our drops. So yes, we make all of our designs ourselves. We have about 10-12 collections just sitting and waiting for their turn to be released.
What was the inspiration behind the Unwanted drop from this past July?
Jordan: The team had a huge sit-down meeting on what we needed to accomplish for Unwanted as a whole. Creativity is key for us. We felt like we were capable of releasing so much more unique pieces than what we were recently doing. The July 13th drop took almost two and a half months of prepping and finalizing. It was the first step into becoming something original and different rather than just average. We were super pleased with how much love and positive feedback we got from that drop. It was just the beginning.
What was your favorite piece from that release?
Jordan: Speaking for the team on this, most certainly the hands tee. In my opinion, it was the most creative piece we've released. The color schemes and the overall vibe you get from wearing that shirt is the “hardcore” aesthetic we're pushing to achieve.
How did you come up with the idea for the black “Free Your Mind” tee?
Jordan: All props to Justin on this one. We wanted to incorporate a skull one last time before summer ended and it was the perfect drop to do so. The “Free Your Mind” simply represents possibility and opportunity; be yourself and stay true to your image. This guy is a mastermind at graphic design. The graphic was hand-drawn and he spent nearly 10+ hours on just this design.
What was the inspiration behind the red tee from that drop?
Jordan: Again, props to Justin and Chase on this piece. We wanted to incorporate skulls on one more collection before summer ended. It was another opportunity to have a fully covered graphic tee and pushing for that “hardcore” image. This was another perfect design to compliment the "Free Your Mind" tee.
Where do you draw inspiration from in general?
Jordan: Everywhere. We have so much to pull from, whether it be from a rapper, book, or something we see on TV. There are so many ideas and people we're able to reach out to and learn from which helps us become a successful brand and not afraid to try something different.
I saw you also released some shorts and lanyards. Are there any other garments or accessories you want to experiment with in the future?
Jordan: 100% yes. I don’t want to give away too many details, but expect cut & sew garments and accessories such as decks, phone cases, shoes, backpacks, and possibly jewelry.
Talk about your upcoming 1 Year Collection. What should we expect to see from that?
Jordan: If there is anything to be excited about, it’s our 1 year drop. It's going to have 13 pieces in total: three shirts dropping in multiple colorways with fully covered graphics that are vintage pigment dyed, two cut & sew garments, one accessory for everyday use, and three decks. One of those decks will be free with the first 10 orders. We're also doing a 1/1 giveaway prior to the 1 year drop in celebration of the huge milestone and 6 new sticker packs. I’m so pleased with how hard my team has worked on this drop. We worked incredibly hard on every single piece and can confidently say that this drop is going to shock a lot of people. Be ready.
When is it dropping?
Jordan: There isn't an exact date yet, but our fingers are crossed for October.
Should we expect to see an Unwanted popup in the near future?
Jordan: Yes, that is the ultimate goal. We would love to host a popup possibly with another brand. There's a few in mind that we’ve been in contact with, but we still have a lot of room to prep.
You’ve been able to go from zero to almost 20k in 1 year. What do you think has been the biggest key to your success?
Jordan: Having a brand that people can easily relate to. Unwanted is so much more than just another brand people can buy shit from and say “hey I got a piece”. Unwanted is a family. We give back so much to our supporters, we respond to every single comment, every single DM, and ship incredibly fast and keep our pricing affordable with remarkable quality. Building personal relationships with our supporters is such a huge priority for the team. If we aren’t able to give back to the people that help us create, then we are simply nothing.
What advice would you give to other people looking to build their brand online today?
Jordan: Do NOT be afraid to be different. If there’s anything that I can look back on and go “damn I wish I would have done this” it’s being afraid to be creative. You can't please the entire world, and not everybody is going to appreciate your stuff. But if you're able to look at your work and know that you gave it your 100% then there is nothing to be ashamed of. Also, expect failure. It is going to happen. The most successful entrepreneurs and brand owners didn’t become successful on everything they've done. There is trial and error. But how you face defeat and adversity will generate growth and opportunity. Don’t be afraid to reach out to people, ask people you’ve never met for their opinion, introduce your brand and what it's about. That's a great way to get unbiased opinions to use to your own advantage for more creative ideas. But most importantly, work your fucking ass off. My days sometimes start at 6am and don’t end until 3am. That’s how passionate you have to be about your brand. It isn’t going to become successful within 3 days, it's a grind. Be obsessed with your vision and your goals. If you want to be successful as bad as you want to breathe, then you will be successful.
Are there any other brands or designers you want to work with in the future?
Jordan: Yes, there are a couple actually. Some people are afraid to recognize talent, but our team respects a few brands out there. Hard Jewelry is one of them, Will is a mastermind. We’re all huge fans of his work and he takes so much pride in his creations and building incredible relationships with his supporters. I believe that brand is going to be bigger than Supreme one day. Also, Worldwide Youth. I remember when Dylan had 750 followers and a simple logo tee, now he has surpassed 50k in under 1 year and has created an empire for himself. Mad respect for that young genius. There are tons of young studs out there that we’ve been in contact with, but for now HJ and WWY is a must.
What should we expect to see next from Unwanted?
Jordan: Expect to see a revamp to the brand. More detail into pieces, cut & sew garments, new and different accessories, and an overall change to our image. From now on we expect to see nothing but greatness from ourselves.
What do you want Unwanted to become?
Jordan: Of course I can sit here and say I want Unwanted to become the next big thing, which we do. But our ultimate goal is for people to build a personal relationship with the brand. When people see our work, we want to inspire the youth and provide a community for our supporters in which they can feel like they belong. It’s not too often that you see brands trying to accomplish that image for themselves, but that's one reason why we're different and it helps separate us from the “average” standard.
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