If you had been followers of local cult brands, we are sure you have heard of DBL STD (Double Standard). Somewhere around August last year, the same creator had launched his newest project, Bluff Mfg. Co. We see more quirky graphic arts and photo prints on their t-shirts this time. Vibrant and more colourful with deeper interpretation. Bluff Mfg. Co had been careful with their choice of threads. Using Made In North American t-shirts base as a choice for their range with a very economical price point is a product to own.
What is Bluff’s all about?
A personal project that I have been wanting to do for quite some time. Just fun stuff, nothing too serious.
Having some intel collected, Bluff’s used to be Double Standard? Why the rebranding?
It was never a rebranding actually. Exact reason was because we were not able to get a consistent source of blank tees to do our releases. It can be challenging when the availability of colours & sizes that you want were never consistent. It came to the point that it doesn’t make sense to continue doing it because I was not very comfortable with other blank tees although I tried to compromise.
Took me quite some time to find a company that does good printing & use the right blank tees. Also, I always thought the name dblstd was too long & the origami crane logo that we used was a bit too generic so I just change to Bluff & created a proper logo.
We love Alstyles blanks, any reason for you to choose that as a tee base?
I am very particular about the quality of the blank tees that I use. Without going into specific details of the other blank tees, I think Alstyle is perfect for me.
Firstly, the basic weight of 6oz is perfect for the weather, although I have feedback that some prefer a lighter weight.
Secondly, it’s 100% cotton although certain colours are blend composition of cotton & polyester. Not too rough on the skin but at the same time robust enough to wear to skate or used in any outdoor activities.
Thirdly & most importantly the collar and tee structure doesn’t lose its shape after numerous washes. I don’t want people to buy my tees & after 2-3 washes will just pass it to their partners to wear it to sleep. I want people to buy my tees with their hard-earned $$ and be able to wear them at least on a weekly basis & last a good 12-18 months.
The outlook of Bluff’s graphics tee seems really quirky, what is the creative direction for the brand?
To be honest I don’t have a specific direction but every release that I made has a proper thought process & backstory. Some might get it some don’t. Some might relate some might hate but that’s ok.
A good example are my photoprint tees of Cantona, Wayne’s World & Sidek Brothers. Not many will understand but it’s open to interpretation.
We knew you have been around for some time, what is your take on the current streetwear locally?
I guess it depends on how you see it to be honest. Some might see it as a ‘trendsetting’ culture which they need to follow to be relevant, or some like me might just see it as just a lifestyle. Nothing wrong with that as long as it floats your boat, that’s super cool.
As cliché as it sounds, the only constant is change & streetwear is the same.
It can be funny too because a couple of years ago people said I didn’t ‘grow up’ because I’m still wearing sneakers when they have been ‘transitioning’ to Sperrys boat shoes or wear some fvcking lumberjack. Then now those same people are wearing dunks & Jordans…hahha.
I’m just comfortable with a plain pocket tee, chinos & decent sneakers.
Who had been your benchmark?
There’s never a benchmark, but I’m definitely inspired by a few brands & you can actually see it in my designs. I grew up with brands like Jimmy’Z, Gotcha, Mambo & Vision in my teens & later on Stussy, Supreme & FUCT. I guess the aesthetic can be very similar.
Is running this brand part of your side hustle?
As I mentioned it’s just a fun project so the $$ I’ve made from my initial release will be roll into my next release & the cycle continues. No intention to make a living out if it. The best part is to see strangers wearing my tees in the streets & that’s a personal satisfaction that $$ can’t buy I guess.
The newer breed of style and fashion had took vintage items and thrift stores up to the next level these period, how do you maintain and remain relevant out there?
It’s super cool to see people wearing vintage. To be honest I’m a big fan of vintage & I love to visit bundle stores during my travels. Places like Malaysia, Thailand & Japan have a large vintage community and nice to see Singapore has their own. You can never go wrong with a vintage mesh cap, Americana tee, 501s & Jack Purcell get-up.
To answer your question, I guess is just to remain authentic & consistent. Make sure to produce good quality products & dope designs and people will resonate to you. People with knowledge will know if you’re a stallion or a 1 trick pony. You don’t need to try too hard.
Any new project you are working on?
Some collabs with a few friends & also our 4th series. The collaboration should be a small batch like we did with the homeboy NuttyDreadz back in April. Would want to include a few accessories for the 4th series but we’ll see how it goes.
Last shoutout?
Thank you Ogy for your time to actually bother to interview me. I wish the Suave Cartel Team all the best & appreciate your team covering the local scene.
Visit Bluff at : Bluff Mfg. Co
All images courtesy of Bluff Mfg. Co
Suave Cartel Media Original Series, “BEHIND THE BRAND”
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