Recently we caught up with Matt, owner of Las Vegas based Russian Roulette Clothing to give us a little insight on what RRC has up it’s sleeve for 2012. Matt explained how what started as a witty t-shirt questioning the whole “go green” campaign flourished into a full line devoted to gun enthusiast and militants. Keep reading to learn how to “Recycle Humans” and why Snooki should be the first one we start with…
DC: What is the idea behind the Russian Roulette Clothing name?
RRC: I wanted something that would stand out and evoke a strong emotional response. The name always gets people curious as to what the brand is about. I was very surprised that the name wasn’t used already.
DC: What is the idea behind your logo?
RRC: To have a recognizable piece of artwork was the main goal. Something that people would like and put on their vehicles or anything else even if they don’t know it’s a clothing logo. Oh and people like gas masks!
DC: When did you officially launch?
RRC: I really started getting RRC up and running in 2007.
DC: What circumstances showed you the need for Russian Roulette Clothing?
RRC: In the beginning it was more of an experiment to see what we could do with the logo and “Recycle More Humans” shirt. We really are just coming into our own within the last year and focusing more on the firearm related designs and taking our own love for shooting and incorporating it into the company and the blog we started up. (www.rrcblog.com)
DC: How do you suggest that the world recycle more humans?
RRC: Very carefully, it may not be legal in your area. No really, that phrase came out of frustration from always being bombarded with ads that suggest that everything needs to be recycled. It was every other TV spot and magazine ad there for awhile. I just find it funny. Look at bottled water which is somehow a “cultural necessity”. In many states the local water is filtered better than bottled water. If you watch commercials now guess what we have too much waste from? Empty water bottles! Now that product is the big push for recycling. A little forethought would be nice that’s all.
DC: How do you come up with the ideas and concepts for your clothing designs?
RRC: That can vary from song lyrics to political topics to a base idea that one of our designers comes up with. A lot of it comes from “have I seen this before?” if so how can I make it better or “would I wear this myself?”
DC: What did you want to be when you were a kid?
RRC: A rock star.
DC: Did you ever think you would be in the clothing and fashion industry?
RRC: Not at all. What the hell happened? Ha ha.
DC: Who is your brand made for?
RRC: Firearm enthusiasts, apocalypse preppers, military and people with 2 arms and one head.
DC: Who is your target consumer?
RRC: Males, 13-35.
DC: Tell us about the bonus features that your online customers receive?
RRC: Stickers, patches and sometimes a bonus tee. It varies.
DC: Explain the importance/relevance of combining social issues with fashion.
RRC: People know too much about topics and things that don’t matter. If you ask someone who “Snooki” is, they all know. If you ask someone who is running for the presidency, they have no idea. It is good to get people to think.
DC: What has the response been to your politically charged designs?
RRC: It’s been very positive. I enjoy when people get a laugh or say “that’s the truth” about a design.
DC: What is the most rewarding or exciting part of owning and running a clothing brand?
RRC: The best part is when you find that “sweet spot” with a design. You like it , people like it AND they buy it. It gives you that push to make the next one.
DC: With so many brands and labels out there, how does Russian Roulette Clothing set itself apart? RRC: Our name, and our target audience and designs. We are focusing on different products. We realize anybody can make some shirts and launch a brand with some tees and some snap-back hats. It is much easier to spin off from a time proven design like say the “RUN DMC” shirt. It is more rewarding and difficult to make your own thing. We just focus on our own thing.
DC: What kinds of merchandise are selling best right now?
RRC: The “Recycle More Humans” and “Arsenal” tee are steady sellers. The new AR15 dust covers are a hit. Our gas masks do well at festivals.
DC: RRC is “Clothing for the Apocalypse”, what role will RR C play in the Apocalypse?
RRC: Well, we will have plenty of shirts and gas masks for those in need! Someday we want to have our own underground bunker. Some people want fancy cars, we want a bunker. We hope to meet up with many of our “Comrades” during tough times and work together.
DC: What can we expect to see from you guys this next year or two? Will we get an official RRC Apocalypse ready gas mask?
RRC: More custom firearm parts and new tee designs on www.russianrouletteclothing.com. Product reviews and videos will be posted on www.rrcblog.com daily and yes, a gas mask is in the works!
Now that you know about the brand do yourself a favor and cop some Russian Roulette Clothing here!
