As you probably know, this pair of caps was Dope’s first product, produced in collaboration with Subcrew to commemorate our 1st Anniversary.
What you may not know is some of the stuff that went on behind the design of the caps … so I’llÂ talk a little aboutÂ it here (in case anyone’s interested) … just treat it as some bullshit trivia la!
First up … the wooden floor that I used for the front of the backing board isÂ a photo I tookÂ of the floor in our office.
This floor caused me a lot of grief because it was fucking expensive and our contractor didn’t install it properly, so there are like uneven/bouncy patches all over my floor.Â
I walk on this floor every day (duh) so I sort of wanted everyone to share part of this experience:Â
Designing theÂ whole thing (cap/packaging)Â was pretty hard, actually.
How do you design something that will become a classic?Â Will it stand the test of time? Will people pay money for this? Will people wear it?
So many questions popped into my mind during the process and I’d like to believeÂ the final product managed to address most of the issues,Â but since the caps sold out everywhere then I think the people have spoken la.
A lot of peopleÂ keep asking me about this “Fuck Mediocrity” thing on the back of the packaging.
What is that?
What does it mean?
How do you pronounce medio-oh-what-the-fuck?
Well …Â Fuck Mediocrity is aÂ sort of a personal motto of mine … I hate compromises,Â complacency andÂ ofÂ course -Â mediocrity.
I also happen to haveÂ Fuck MediocrityÂ inked on my chest in that exact same script.
Hahaha …Â I thought this would be a nice way of putting a bit of myself and my nihilistic character onto the product.
I’ve always liked things which have some sort of personal touch to them … it shows that the creator/designer put a little bit of himself/herself into the product.
(And yes, I had this tattoo before I designed the packaging) …
There isÂ a little tag on the back of the cap.
One side of theÂ tag has the letters DD overlapping each other … what is this?
Other than the obvious alliteration – DD / Dope Distribution, comic book aficionados will immediately recognize this placement of letters as the logo of The Man Without Fear:
I’ve been a comic book fiend for yearsÂ (ever since I could start reading) andÂ even though myÂ choice in titles and tastes haveÂ changed over the years, I have never stopped reading comic books.
There will always be comic book influences in my work (just look at the Dope logo)
Daredevil has also always been one of my favorite superheroes … amazing origin, deep storylines and of course the best artists working onÂ the seriesÂ - Frank Miller, John Romita Jr., Tim Sale, etc …
I love Daredevil to the max. I only wish that piece-of-shit-on-celluloidÂ starring Ben Affleck was 1/10th as good as Frank Miller’s worst story arc.
The picture above is of our “secret” colorway. It was never really intended to be a secret, but shit happened so that it became that way. I’m still stoked from the fact that this sold out through pre-orders even though nobody knew what the fuck it looked like.
Even our retailers never saw the design for it, so I’d like to thank everyone for having faith in me. (I hope it wasn’t misplaced)
This colorway was a pain for Subcrew to make, as it involved a few different manufacturing processes – mainly a photo print followed by screening a thin layer of rubber.Â
The photo is actually one I took of the view from my office, then tricked out in Photoshop to make the colors more saturated:
I’m always amazed every day at work when I look out of the window, so I wanted to share some of this amazement with everyone who bought one of the caps – so theoretically you’re seeing what I see every day.
My office has a sick, sick view, and whether it’s rain or shine, the view is ALWAYS amazing.
I once sat through a thunderstorm in my office watching lightning strike at least 30 times on the sea which was prettyÂ scary but beautifulÂ at the same time.
On both caps, the word “DOPE” is not screened on in normal ink, but a thin layer of rubber.
I didn’t want the word simply silk-screened on, as I felt it would be too boring so I had discussions with Frankie (Subcrew) as to what we could do to make the word more interesting, and the 3D rubber printingÂ was the solution he came up with.
And this of course was the perfect solution as I am also a HUGE petrolhead.
There’s probably not a day that goes by where I’m flipping through a car mag, playing a racing game on my Xbox or watching a car video/movie so being able to incorporate something akin to racing slick tyres onto our cap was something that made me really happy.
Ok! So there you have it … all the shit that went on in my twisted little mind when designing the Dope X Subcrew trucker cap.
I’d to thank all our retailers for their faith and support, and I’d especially like thankÂ ALL of you who parted with your cold, hard cash for the cap.
Thank you so much.