Doing something is cool. Doing something well is better. The two brands we sat down with for day 2′s MAGIC walkthrough are doing it, doing it, & doing it well (corny, but hear me out). Chicago native Joe Fresh Gooods is a busy guy. Both his brands Dope.Boy.Magic & Vita Morte debuted at MAGIC for the first time & are gaining a great deal of attention. So much so that they were highlighted in MAGIC’s PROJECT Top 10 yesterday. “Dope Boy Magic is more street, funny, weird shit. Vita Morte’s more of my classic, simple designs.” says Joe. Apparently people like it. The free merchandise doesn’t hurt either. “But Where The Hoes At?” t-shirts were passed out to passers by & buyers as they shuffled through hangers of Dope.Boy.Magic’s approach at classic street wear. Vita Morte is, as Joe described it “more simple”. No all over tie dyed shirts, but still very urban. Creative graphics & well worded prints make it just as edgy & eye catching.
This is the first appearance for both brands, but they’re no stranger to the goings on at MAGIC. Chicago street wear brand & boutique Leaders. Joe’s been attending MAGIC for about 6 years with Leaders (who also has a vendors booth at S.L.A.T.E.), which probably explains his success over the past few days. “I started interning for Leaders in 05. Then I ran their Wicker Park store. Now I do marketing for Leaders.” says Joe. It’s obvious that this is a group effort. Everyone in the booth is busy. From intern to designer. Greeting passers-by, organizing pieces, passing out business cards, etc. They’re always together. We’ve ran into each other in Atlanta during A3C where we spoke to Vic Lloyd about their direction & inspiration as a brand. The desire to create something that “THEY” like is evident. It’s not an endeavor to be liked by everyone. Thats clear by Joe’s explanation on why he feels MAGIC is important for brands like his. “I kind of separates you from the other guys. Its like rapping… Everyone has a clothing brand. If your at MAGIC & your showing it means that your a real brand trying to do something…” Well said.