TRUDGING SLOWLY OVER WET SAND

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There are a lot of print tee brands out there. It’s no surprise either — there’s more outlets hungry for look books than ever before, IG and a Big Cartel can help you market and build a line, plus we all have infinite reference points at our fingertips. In the hands of people who know what they’re talking about, there’s still a lot of conversation on cotton and mesh to be had. It’s easier to bang out and shift some AAAs than compile a zine right now. As Shawn Stussy mentioned in a recent interview, you can pop off in a week, but taking your brand into a long-term, profitable position is the true challenge. Nervous Juvenile is built on Japanese and American affiliations, with several crew members actively involved in the hardcore scene. I never thought it was possible to make a Sex Pistols shirt that felt interesting after the tsunami of Jamie Reid knockoffs that sully his iconography, but these boys managed it. The best Morrissey tee I’ve never seen sold on a pavement outside a gig, plus basketball shorts that slice eyeballs like Dali, make their output very promising, with the tee designs printed on custom US-made blanks. A scuzzy Soundcloud soundtrack indicates that they’re not looking to make too many friends. Once upon a time, every city had a handful of physical stores where this kind of thing would be welcome, but now it’s all about online stores with their relentless Black Friday emails and social media chatter riddled with enthusiastic exclamation marks. I don’t think Nervous Juvenile belongs in that world (though the good people at Concepts are carrying it), and that’s what makes it appealing to me.

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