View more shots from out Summer ‘10 Look Book here.
The Dance Party Massacre Summer 2010 release has been online for over a week now. In that whirlwind I’ve been too busy to even gather my thoughts on it. The new line ended up being a larger undertaking than I planned, but I guess I was pumped on it!
To backtrack a bit… I started Dance Party Massacre at an interesting time. I created it partly because my love of horror movies didn’t seem to get the come upons I thought it deserved. As a graphic designer and horror enthusiast I grew up loving VHS art and old slasher posters. I truly thought this imagery could be brought into audiences beyond horror fanatics, all while giving it my own spin.
Running for your lives and fighting to survive are literal in this world.
That spin was a partying and nightlife aspect. That was my life as a young adult in a big city, but at the same time I was growing up, taking on the world, and all the obstacles that come with it. My world felt like a horror movie sometimes as I faced adversity, fears, and struggled how to live my life when really I just wanted to have fun! Thus Dance Party Massacre was born as a lifestyle apparel line, and a means to express something I thought others could relate to.
DJ Michael Savant wearing our Rebel With A Cause design.
The “interesting point in time” I spoke of earlier was that while I thought playing off all this horror imagery and themes was a good idea, so did many other indie clothing companies. Competition is healthy, but it surprised me. While not detrimental, not standing out is not a good thing. I’ve kept this thought in my mind as I’ve built the brand over the years and grown what Dance Party Massacre is.
The stronger of an identity that was built, the more comfortable I felt expanding on it and challenging it. Horror and fun, color and danger, pop and gore… Where will this all lead to until people (and myself) get bored? Our essence was there, so how else can DPM grow?
You can view the entire new Summer line in our online shop.
I decided this season was the time to tackle that. The DPM Summer ‘10 line took inspiration from biker gangs, classic black and white movies, and the mean streets of the city while still keeping what we’re about. In a sense, this time the serial killers are a gang of rebels, there aren’t butcher knives but switchblades, and the world is back to a time before technicolor. To say it doesn’t fit the brand though would be ignoring the decapitated heads, the sense of living life to the fullest, and tongue-in-cheek humor that’s always been there.
To help emphasize the ideas behind this season, and portray it in the best fashion, we did our first official “Look Book” photoshoot and upped the ante on our promo video. There were great lengths taken to ensure everything flowed together as I tried to show that Dance Party Massacre is not a t-shirt line, but a brand.
Personally, this season more than ever I took on a larger role as Art Director and Owner organizing talent and relinquishing ideas onto others to run with them. It felt great allowing others to get involved and excited as this venture becomes less about me, and more about everyone else who cares for DPM. I’ve said before that the ideas behind Dance Party Massacre are more important than the imagery. While that may sound a bit off for a graphic apparel line, the truth is without the concept to draw from, there’d be no story to the picture. I’m enjoying rediscovering why I was drawn to starting this line almost 3 years ago.
Branding details on the new product.
With this Summer line I also kept promise on some goals outlined previously. Of the 13 new products, 4 are for women specifically. This season also introduced updated branding with softer labels, and a message to “Live While You Can” which is across the bottom of all the new clothing. I also gathered some awesome creatives to work their magic bringing back Matt Skiff and Mario Jalbert to design graphics, as well as pulling in Joe Kelly for the first time. Josh Falk was our fashion photographer, while Micaela Ruiz pulled off some amazing product shots. Special thanks to Suzie Glover for help on the Look Book photoshoot too.
I’m happy to say the hard work seems to have paid off as the response has been overwhelmingly positive. Strangers, returning customers, bloggers, and stores are all giving me positive feedback on the Summer 2010 line. The risk of expanding into new ideas has been rewarded in my eyes, and for everyone that’s help spread the news I thank you!
-Alex
PS-Up next is the first DPM Artist Series release!
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“This is a stellar line in all aspects.” – Tee Junction
“Best line to date.”—I Am The Trend
RECENT PRESS + TALK
Tee Junction
I Am The Trend
Coty Gonzales
I Love Your T-Shirt
Hide Your Arms
click/clash
Emptees
In My Short Sleeve
