Name, age, location:

Alex Vaz, 30, Huntington Beach – President/Partner
Alex “2tone”, Venice, 32, - Designer/Partner

http://www.trueloveandfalseidols.com/

Q: Tell us the story of how True Love and False Idols came about?

AV: We met at Howe Denim while I was a junior designer and 2tone was art director for Howe. We shared love for Korean barbeque, stolen music, and inane humor which eventually led into a partnership in which we desired to create an original apparel line.

2tone: Wizards, pimps, 30 foot chimps, lasers, tazers, electric shavers.

Q: Where do the design concepts and inspirations come from?

I'm very complicated. Mostly my troubled past, failed relationships with my pets and my all consuming desire to win at any cost.

Q: How do you feel TL&FI is doing things different from all the other brands out there, and how do you plan on continuing down that path of trying to stay unique?

AV: We are very art driven and are constantly pushing technique when it comes to making our garments.

2tone: Keep ahead of the pack. Keep switching it up and staying the same, keep on keeping on.

Q: What are some of the clothing lines that inspired you before starting your own line and the ones who still do?

AV: Before we started, I was more inspired by higher end lines like D & G. One line I think is really great right now is Elvis vs Jesus, they're one of the few lines I've seen out there really pushing the envelope when it comes to technique.

2tone: ICRDeth killers, 7th letter crew, Black Claw, and Gucci.

Q: Give us your honest opinion on what you think about the current state of street culture and where the market is heading?

AV: I think street culture has exploded in such a massive way that a lot of people are benefiting from it. I couldn't tell you really where the market is heading; I haven't really seen anything that innovative happening as of late. We're not really concerned with where the market is heading because we never were in the beginning, we just make what we want to make and people seem to be into it. We're also pushing higher a price, when a ton of companies are doing allover print hoodies, so are we but ours are lined with printed satin that we make, not some stock fabric you could buy off the shelf.

2tone: It's the same as it was in the early 90's. Right now there's a streetwear boom. I'd say 75-85% of these companies will eventually fold, 12-15% will push on at a basic level, and a couple will become what they hate, the next LRG or Echo.

We are pretty much outside of that demographic because of our price point and stockists. Even though I come from a straight streetwear background, I find the majority of the "streetwear" market to be kind of repetitive. (as is the premium market)

The cream of the crop will rise to the top. AWR.

INTERVIEW BY: MANNY BLOCKER / THE TASTEMAKERS SOCIETY