‘I'm from Cork City in Ireland, a place where not many
people choose to do what they want and instead, end up following the same route
as other people such as college, apprenticeships. They end up waiting everyday for
work to be over, rather than love every minute of it, by doing something they
like, which is what I do’ says Abe, who decided not follow the traditional
education route and instead embark on a road to success with the development of
his clothing label All Black Everything.
‘Around the end of 2009 I started to play around a little
with Microsoft paint, just messing around and creating images, sketches and
stuff. I always had an eye for designing and creating and decided to keep up
this new hobby I had found’. In order to further his creativity he decide to
teach himself a bit of graphic manipulation on Adobe Illustrator which he is
still continuing to learn. He continues ‘this opened a lot of doors for me. I
decided that the designs I was making weren’t much good on a blank canvas, so
my friend suggested printing them to T-Shirts and other garments.
‘After our market research we found out it wasn’t a cheap
business to get into, but we persevere. At this stage my friend DJ Ja Ja and I
were already operating a YouTube channel. Ja Ja would do remixes and send them
to me, I would then put together a video for it using recycled clips from the
internet and post it on YouTube, at first we weren’t getting many hits, so it
was just a hobby and not a business, but then our views began to grow to a
couple of thousand which made us realised it was the perfect way to help get
the brand out there. At this stage, the brand was named Pennies & a
Dollar, or P&D for short‘.
‘I then came up with one T-Shirt design that changed
everything, this was when I came up with ABE aka ‘All Black Everything’ and
decided it was the perfect name for a brand, so Abe Brand was born. I started
to sort out all my designs and images and focused on making them crispy clear
in order to represent us well. We then started a Facebook page where we would
upload our designs and our newest remixes on YouTube, this is where the hard
work started, but we’re still working hard, its a never ending cycle’.
Abe tries to keep his personal life separate from his
business life as he concentrate on building a brand that is almost a 24/7 job,
but according to him that’s just the way he likes to have it. Before he began
his business he made a promise to himself self to focus more on being happy
with what he does, than to focus on making more money than he can count. He
explains ‘I value legacy's and hope to leave my own some day, I don't just want
to be another passer-by on this planet, I think it's important to leave
something behind to be remembered for.
‘I have a lot of hobbies, most of them have sadly been put
on hold and pretty much forgotten about at this stage, as I really don’t have
much time for them, he identifies this as part of the sacrifices he’s mad, he
says ‘I've turned into somewhat of a hermit, a line by Wretch 32 I think describes
me right now, "I'm the type of guy that will have no life, just so I can
shine like disco lights", what this line means to me is that all the times
I've refused to go on nights out with friends, family, I’ve sacrificed them for
working on the brand to ensure it become exactly what I want it to be.’
His hobbies include playing sports, musical instruments and
his love for cars and motor sports, which, he still has even today. He recalls
‘I've played pretty much every sport you can think of, I played a lot of
basketball during my schooldays and also rugby and soccer. There was also a
stage in my life where I would spend literally hours playing the guitar, from
the time I came home from school until it was time to be quiet and let the
neighbours sleep, no doubt my fingers didn’t enjoy that stage of my life.
As I got older, I developed a big interest in cars and motor
sport. I'm a massive fan of drifting and try to attend as many ProDrift events
as possible over here in Ireland, it's a fast growing sport over here, I hope
once the brand gets off the ground that it can help me get involved in the
drifting scene also through sponsorship of cars and drivers. All these hobbies
have been put on the back burner to allow me to build a brand and image to
hopefully capture the eyes of people globally someday, it's safe to say I'm
both mentally and physically worn out from it but in the words of Cee-Lo Green
"why close my eyes, I'd rather sleep when I'm gone"
At the moment they’re are operating a YouTube channel which
has accumulated close to 100,000 views in addition to their Facebook, Twitter
and Tagged accounts which they use to promote their Online Shop where they sell clothing
such as T Shirts, hoodies, sweatshirts. They have also use their social
networks to promote their debut mix-tape entitled Liquor Spillages &
Dillinger’s, which they both agree have been ‘rather successful’ and ‘without
these websites it's safe to say we would be nothing, this has allowed people
from all over to globe to view our designs, clothing, stock and mostly
importantly make a purchase’.
‘Our YouTube channel has been blowing up over the past year
or so, with our most successful remix out of all being our Written in the Stars
remix feat. Tupac & Eminem, its received over 33,000 views alone and
been download thousands of times and it's received nothing but good comments’
They agree that this has really set the mark for their brand and helped people
notice them, yet their work doesn’t stop.
‘There have been many remixes after that which have gone
well into the thousands of views mark and many more to come. If you look at
music videos lately the "all black" theme is being used a lot in the
clothing worn, what our brand does is blends in with this trend and helps
promote it even further. You don’t need to be wearing luminous clothing in
order to shine, let your talent speak for you. The name Abe to us actually
stands for All Black Everything, we also incorporate Abraham Lincoln into the
brand a lot to give it more character and basically give it a figurehead.’
If Abe wasn’t a designer he’d ‘probably be working at
something to do with cars, possibly a mechanic or car salesman. He says ‘It
might sound like a monotonous job and at times it would be, but it's probably
the only thing I would enjoy doing. I'd love to have unlimited spending power
and be able to buy what I want, when I want, but I think the fame is more
important, not for me myself but for the Abe Brand. I want this brand to still
be here when I'm gone and show that I came and left my mark on the earth and
that I created something big using just my own mind from such humble
beginnings.’
He continues ‘A legacy is something much more valuable than
money. I'm very particular when it comes to brands, If I don’t like a brand
then I don’t like it, its simple as that, two brands I admire much more than
others though are Rogue Status and Crooks & Castles, both LA based brands.
I don’t know if it's the fact I have some fetish for gun imagery than I don’t
know about yet or what but those two brands appeal to me on another level
completely, especially Crooks, as once said there the Louis Vuitton, the Gucci
of the street, and it's true, their gear might have gone up in price and got
more expensive but the quality and originality is sublime and something we aim
to have with our brand’.
‘The brand is built up from inspiration. I don’t just sit
down and decide I’m going to design something, I design once I get an idea. I
must say music is the biggest inspiration, I'll sit down and listen to some rap
or even some metal for a while and let my mind just run free and get
illustrator up and start creating, it's a really enjoyably process once it goes
right’
‘At the moment we are only beginning to work with people, we
have only reached that level now and it's a good place to be at. We are going
to be working with many UK
grime artists, DJ's and more to help promote our clothing and also our own
remixes. We have been in touch with a DJ by the name of Kryder recently one
designing a collaboration t-shirt for him and his crew for their upcoming tour
with the man himself Tiesto, where they will be performing in places like Ibiza,
Las Vegas and many more.
‘This has been the biggest opportunity for us yet and one
we’re taking it on headfirst, it's an exciting idea and I can’t wait to see the
outcome so keep your eyes peeled.’ He’d still like to work with a lot more
mainstream artists as he is a fan of musicians such as Devlin, Pro Green and
Giggs, he says ‘it would be awesome to see them performing while wearing our
clothing.’
‘As far as other brands go we are open to work with anyone,
the more the merrier as long as it isn’t some neon clothing brand’ In the
future they hope to branch in both the clothing and music sides of the brand.
They hope to see their stuff on sale on many online stores across the globe as
well as see some celebs spotted in our clothing, but until then ‘the work rate
isn’t slowing down and were going to keep on going, so keep supporting us’.
