What’s behind the company named ‘The KeyStone Design Union’?
We build businesses and brands. In 2003/04, I was experiencing the day-to-day realities of leading a large corporate organization and not having fun. I had strong opinions on how things could change but was faced with the internal politics and many selfish agendas – so I walked away. In doing so, I wanted to create something personal and rooted in beliefs that you typically don’t see in corporate systems. I wanted to build something that would naturally and organically evolve depending on the trends and demands of the age. This might sound like a obtuse way of answering, but it is better than saying I started another network and consulting firm, sure they are the foundation of the group, but they happened organically as a result of believing in the idea of bringing the best people together will result in something unique and special.
What about the world of Free Masons got you involved and decided to become a member?
For myself it started as a personal decision to follow in my fathers and grandfathers footsteps – it has since become a way for me to be involved in a global organization that is dedicated to helping others. A main focus on Masonry is charity – something I think we can all be more involved in as global citizens. I think so much of what we consume today; media, products, experiences is designed to be short lived, masonry is something that exist outside the realm of politics, economics and consumerism, so for me, it is a greatly appreciated and needed oasis.
You have your own clothing line, Serum vs. Venom (SVSV), describe the consumer who would appreciate and purchase Serum vs. Venom?
It is and has always been a small personal project. We make clothes for people who truly appreciate well made clothes. From inception the focus has been on tiny runs and a strong emphasis on fabrics and details. We avoid markets and retail and focus on the individual customer – while many people have criticized us for not selling to retail, it has in fact given us a comfortable competitive advantage. We dont have to worry about trends and market demands and shipping schedules and buy backs and liquidations – we just have to worry about making our customers happy, one person at a time. Bigger is not always better!
What can we look forward to seeing from Serum vs. Venom in 2010?
More of the same for SVSV. Small avant garde offerings to increase our private showrooms stock. We have made a decision to launch something entirely new called Volk / Volkcraft. This is a high end, more personalized take on outdoor and travel wear. More to come in the near future… but I can say that Volkcraft is aimed at a different market and is 100% designed for wholesale.
What’s your opinion on the changes of marketing strategy in this day and age with the impact of social media and social networking?
You cant live without it – but ultimately it is hard to argue that it will change the dynamic of interpersonal relationships themselves. I think all that is safe to say is the next generation will have considerably different values (regarding relationships) than all previous generations before them – more of a mutation than an evolution.
What do you see happening to youth culture and streetwear over the next few years?
I think the recent trend towards a cleaner, more heritage / craft based style will continue for the next 18 months, then be diffused by a revisit to a more radical punk style. I think streetwear is too broad to effectively define it anymore. Nike hiking boots are streetwear, along with higher priced Japanese indy brands and local NYC tee shirt brands. It is a genre that has from its inception been a melting pot of ideas and styles – this is it’s enduring power.
How has the Recession affect the way brands/advertisers are choosing to reach their target audiences?
Well I think everyone is forced to recognize the realities of overproducing goods in an attempt to force (or aide) in over consumption. This is ultimately the system that created waste and widespread debt. We really dont need so much of everything. We need what we need and we need it to be well made, built to last. I think any brand that finds the proper mix of innovation and high value will succeed.
The KDU has a global network of over 700 members. How does having a global team of creatives help the process of executing ground breaking designs?
You are never locked into one train of thought… one perceptive. We have the benefit of an entire worlds worth of opinions and talent. The results are well documented, faster, more accurate solutions for our clients.
What inspires the KDU in its daily pursuit of life?
Right now travel and a reality not dictated by the digital experience. I like to meet people face to face and I like to experience “experiences” in the flesh. I am personally finding less and less satisfaction from anything digital. It is hard to be a designer and marketer and have such strong negative feelings against a platform that is clearly a powerful tool for bui;ding brands – this is why we keep our KDU consulting work separate from our personal brand work.
What are the latest projects the KDU have been working on?
We have been focusing on major client releases for LVMH and 361 Sports in China, and working on some confidential projects at the moment. We also just expanded the office compound to include another 4,500 square feet of dedicated consulting space, shifting our old space into more production and photography studios.
We are also launching a new new magazine called YAW / YOU ARE WE. It is an interview based platform, by creatives for creatives. Conversations from the cutting edge, if you will.
As a design collective, what city do you feel produces innovative creative?
I think Poland is extremely creative, especially with illustration. I think Iceland has a powerful fashion movement taking place. I think China will soon overshadow everything in terms of output and raw innovation.
Define success?
Being able to walk your own path, un-effected by the pressures or judgments of others and hopefully leaving something positive behind.
