Project A Apparel, a street wear brand based in Dublin, Ireland was created by Dualta Jones and Francesca Griffin who wanted to tap into the niche market of people interested in graffiti, street art and graphics. Since their background was in fashion, graffitti and architecture they gave it a try and what started out as a hobby eventually spiralled into a full fledged business. Their latest collection incorporates Continentals Earth Positive range, which is fair trade and also carbon neutral, which is extremely important to them and their company mission. Their exclusive t shirt collections are limited editions as only 25 of each design are made, which is something that makes their company so unique.
Dualta: We both really love city life, skateboarding, graffiti and stencil art. I don’t think my studies in architecture have influenced any of my designs yet and I don’t think I want it to….
Francesca: I am inspired be designers like Alexander McQueen, photographers such as Nick Knight, directors like Guillermo del Toro and Tim Burton, a lot of Asian movies and harajuku styles and tales such as Alice in Wonderland. I haven’t got a good chance to put these influences into our work, but in the coming Women’s collection and hopefully an outerwear collection we will explore them soon.
Dualta: Many graffiti artists, Daim for the plasticity he brought to it as an art, Totem, Pisa73 his stuff I really enjoy especially the use of text, Flying Fortress, Obey, London Police. I also love the work She One has done with Addict Clothing.
Francesca: Favourite artists would be B-Toy, Fafi, Simone Legno (Tokidoki), Nick Knight and Junko Mizuno.
Favorite websites?
Francesca: I love a lot of the Irish fashion blogs that seem to be cropping up more and more lately. So websites like fashion philosophy and i blog fashion.
Dualta: ebay for bargains, coolhunter, google images if I am just browsing, and manutd.com
Challenges of starting your own fashion co?
F: It is such a huge industry that you have to find a niche in the market. To give someone a reason to want to buy your product.
D: Yeah definitely you have to find your own space, even if sometimes you have to fight for it, I think the other problem is getting noticed, if like us you’ve very little money you cant just start an advertising campaign you have to send tees out to blogs, write emails to blogs,online stores self promoting etc
D: Yeah, at the moment there is just the two of us, but we would really like to expand and get designs from people, or do collaborative efforts with other companies.
Plans for 2009 to develop the brand?
D: For 2009 we plan to refocus our efforts, tighten up the men’s tees, launch women’s line, and hopefully by winter release a jacket
F: I plan to expand the company by designing a small women’s wear collection. But at the moment we are still just processing ideas for it as we are going around the world for six months!
