Take a quick gander around the 3sixteen website… you’re undoubtedly met with a solid selection of made in the USAcontemporary menswear. A fair cry from the graphic tee seen above, inspired by I’m sure what a lot of NY-heads would consider one of the greatest tracks of all-time, NY State of Mind by Nas. Anyways, if you aren’t familiar, 3sixteen were also the designers behind that particular “Cousins” graphic, one I’ve held in high esteem ever since I first laid eyes on it 2-3 years ago (I can’t even remember). It seemingly represents a once popular (well maybe it still is among some) genre of “streetwear” tees with the witty personification of the metaphor “sleep is the cousin of death” and a healthy dose of Hip-Hop culture thrown in. Moving forward, I had only met Andrew of 3sixteen once in the past but coincidentally I consider the guy one of my closest industry friends. We don’t even talk all that much via AIM or on the phone but every so often when we do chop it up a good conversation usually comes about.
To be honest when he told me awhile back that he was changing things up with 3sixteen, I was initially skeptical. 3sixteen as a brand had already developed a core audience which made a re-branding quite difficult to say the least. After all, why not just start another brand and start from scratch. But adamant about doing things this way and unafraid of the challenges that lie ahead, I bestow the label of “transformation complete” on 3sixteen. Andrew, Johan and co. have officially steered the boat in what I assume is the direction that best represents their tastes and aesthetic. I can’t comment on exactly how long it took but it seemed like the turn-around was quite quick. No doubt we all grow-up and the things that interest us will change. I’m still thoroughly impressed with 3sixteen’s progress, they’ve weathered what I assume was a predicted storm in the transition period, aligned themselves with the right partners and have reaped the benefits.
Awhile back, Andrew extended an offer to friends & family to buy a pair of boat shoes done in collaboration with respected American shoe-makers Quoddy Trail Moccasin. In a side-by-side, it’s interesting to see how the same group of designers can create such different products with the only factor being time and maturity. Not to be left out is their other partnership with Tanner Goods on some leather bracelets.
