slvdr. all about the details.
interview. nivardo valenzuela
photos. alfredo asuncion & hiromi vm for slvdr
model. garrett harney
Vaffanculo Mag (VM): So you have been involved in the clothing industry for quite some time. How did you get involved and in what capacity?
Rob Myers (RM): I was going to school and studying art and design when a good buddy of mine started a snowboard outerwear line. I helped him with little odds and ends until I graduated from college and he offered me a job.
VM: We see SLVDR as versatile, timeless. What inspired you to launch SLVDR? What is the meaning behind SLVDR?
RM: I am glad you see SLVDR that way and my goal with the brand it so create relevant clothes based on classic design and attention to detail. I had been designing snowboard outerwear for about 13 years and I was starting to feel a bit creatively stale. I wanted a new outlet and that led to SLVDR. Salvador means "salvation" in Spanish and SLVDR has been my design salvation.
VM: It's all about the details. How would you define SLVDR as a brand?
RM: SLVDR is a sportswear brand that appeals to a more subtle and timeless aesthetic. SLVDR is well considered, California casual with a global influence.
VM: That comes pretty well across the handcrafted, woven, interlinked logo.
RM: The logo that looks like a ball of yarn is called the Common Thread logo and is meant to represent how each person, no matter where they life, shares connections with others. It is like when you see someone in the airport looking at your favorite magazine or carrying the same kind of skateboard you have there is that instant connection. The SLVDR wordmark is done by hand and is meant to show the personal touch to the product- like getting a hand written note instead of an email.
VM: What brands inspire SLVDR?
RM: We are inspired by Apple, Land Rover, Starbucks, Patagonia, Clarks.
VM: Part of SLVDR's direction is based on Attainable Luxury. Can you tell us about this concept? What is SLVDR doing to achieve this mission?
RM: The concept is being able to treat yourself but not break the bank. Starbucks is a great example of this idea. You can go into a Starbucks and see everything from a CEO to a warehouse worker getting a product and service that is superior to a fast food spot but not paying a ridiculously higher price. SLVDR offers the best materials, fits and designs we can produce at prices that are attainable.
VM: What inspired the Spring 2012 collection?
RM: Every season is inspired first by classic design and travel. Those are two themes I have a really hard time moving away from because there is so much to pull from there. There is certainly more of a hint of surf inspiration in the Spring 12 line.
VM: In the inside seam of some clothing items there are statements, like "turn down the suck," "don't park right in front of the bar" or "don't bet the horse, bet the jockey". How did that idea come about?
RM: I like hidden details. I call them Easter Eggs. I guess I just like a certain amount of thought to go into a garment beyond the chest logo or the fabric choice.
VM: Jeremy Lin was spotted wearing SLVDR. Do you guys plan to sponsor any action sports (skate, surf, etc) teams in the future?
RM: Jeremy Lin is a huge inspiration and we are extremely happy to have him wearing SLVDR. However, our main focus with any kind of sponsorship is through our Craftsman Guild: Craftsman Guild- An association of like minded persons engaged in kindred pursuits whose work is consistently of the highest quality. SLVDR is inspired by craftsman such as architects, photographers, builders, writers, designers and chefs. We respect the "behind the scenes" people who are constantly perfecting their skills and moving forward for the love of their art. The main purpose behind the Craftsman Guild is to call to attention to these creative people that feed us inspiration and share a common direction with the SLVDR brand.
VM: SLVDR is committed to giving back. Through the Common Thread Project (CTP), SLVDR donates board sports products to deserving youth, in places such as Jamaica and Baja California, Mexico. Recently CTP started a new initiative called "Trash to Treasure," working with 4 key select dealers to collect used and in good condition skate products (shoes, wheels, trucks, etc). What propelled you to start these projects?
RM: I grew up skating, surfing and snowboarding and I know I learned a lot of key life lessons and traits by being involved with boards sports- self reliance, individuality, perseverance and creativity. Board sports are not cheap and many kids that start may not be able to afford to stay involved due to the cost of a new board, shoes or a wetsuit. My goal is to help keep some deserving kids involved with the sports so they can learn these life lessons and hopefully grow to be even better people. The goal is not to make future pro athletes, just the best individual they can be.
VM: I stumbled upon SLVDR at Hot Rod. Can you tell us about your collaboration with Hot Rod? What do you have planned for the future?
RM: Hot Rod is a great shop. It was a pleasure to do a capsule collection with them since they supported the brand early on. We just shipped another capsule line to a shop called CRSVR. They have shops in Santa Barbara and Las Vegas.
VM: What's coming up for SLVDR Fall 2012?
RM: I have been keeping my technical outerwear and sportswear worlds separate but Fall 12 has SLVDR dipping slightly more into the other side. It was fun to keep them different and now it is fun to see how they can relate.
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