As some of you may be wondering what I've been up to lately, because of the lack of volume of posts, I have been dealing with a few project issues as well as a few other things. On top of this blog, I plan on expanding to other areas, which will be explained in a future post, but I've also become involved with a huge project that is to be launched pretty soon. This project is named "neoFatal", and is endorsed by Phil Demmel (Lead guitarist of Machine Head), and Marta Peterson (Keyboardist of Bleeding Through).
The reason I've become involved with this is that I'm very interested in the image that this clothing line wants to represent. neoFatal was formed mainly because of two trends that have been standing out for quite some time:
"The over-saturation of technology, resulting in soulless music and art, and aggressive brands promoting rebellion for the sake of rebellion."
Rooting with these ideas as well as many other influences, I see myself looking in neoFatal's direction quite often as of late. Here is an excerpt from Founder & Chief Fatal Officer, Bill Scheppler, of what fully inspired the creation of neoFatal.
"We want people to understand that talent trumps technology, and that being the best you can be is better than being perfect, but it takes hard work, it requires a culture based on passion, dedication, and integrity. Everyone with a dream is met with blockers along the road – distraction; complacency; criticism; frustration; heartbreak. neoFatal is about overcoming adversity while staying grounded, true to your roots, and real.
Conversely, the hard-ass image many aggressive brands promote panders to a nihilistic, misanthropic mindset without offering alternatives. neoFatal says, “Don’t just kick ass; Kick ass at something.” Don’t get us wrong, rebellion is healthy when channeled. We rebel against conformity; against commercialization; against cookie-cutter design; against pop formulas; etc."
After reading that little excerpt, I can honestly say I back this up wholeheartedly, as I grew up with a few challenges myself. neoFatal seems to be bringing back what "metal" is all about. Taking the negative energies against us and turning them into focus and discipline.
While looking further into neoFatal, I was hoping to find out what spawned the ideas of the design. What is the meaning behind the logos? What should people see when they see someone wearing this brand name?
"The design ideas spawn from our core brand values: Respect, Positivity, Dedication, and Authenticity. We are committed to raising the bars of design, quality, and integrity. It took, literally, a full year to find the right graphic designer to work on our brand. The first custom design we are introducing is essentially our brand crest, and I would hold it up to graphics from the best-known brands in our category.
The image is a rising Phoenix with the accompanying copy, “Rebellion is easy. Respect is earned.” which succinctly communicates our brand inspiration. The Phoenix clutches in its talons a lump of coal (representing authenticity) and a diamond (persistence). Beneath the Phoenix are two skulls, which represent those who are unable to overcome adversity, and the skulls you see on every fucking shirt in every fucking mall store that exemplify the digital, cookie-cutter design we despise. Within the brand's logo itself, the O and F come together to form crosshairs, signifying the vision and focus necessary to achieve your dreams. Our hand-crafted, soulful design literally and figuratively soars above the competition.
So you find respect and many other ideas and influences behind the logo itself. Along the lines of regular day to day clothing, bands and artists interested in this clothing line for whatever reason also get an opportunity to spread the word while performing. I don't see this clothing line as a gimmick at all, for the simple fact that I don't think I've heard of a clothing line going this much into detail about wanting to change the mindsets of those suffering or causing it.
I think neoFatal is bringing something very effective to the table. I do agree that a lot of today's "respect" is more about intimidation as well as "rebellion" masking over self-destruction. Real respect comes from working hard and achieving things you thought you couldn't do, turning negative energy into fuel for achieving your pursuits. There isn't anything wrong with anger either, but most kids and those that are labeled don't see alternatives to use that anger, or have someone to provide any kind of direction.
If you are interested in neoFatal, or have already made up your mind, give their site a look. If you support the ideas of the company and want to help make some sort of difference, I say see what happens and support and do what you can. neoFatal will be opening up their website February 21st of this year, introducing new shirt designs every other month. Women's performance gear will appear in the spring, and the expansion of men's performance gear will happen this summer.
"Our mission is to become the world’s most respected aggressive-lifestyle brand, and we have no intention of wavering on our commitment to design, quality, and integrity."
If you guys could give this site a look (you can even sign up too, and they'll send ya free stickers!) whenever it launches, that would be awesome. I'm hoping to spread awareness for these guys and seeing how far this can go, hopefully far.
VISIT
www.neofatal.com