Not yet two years old, LA clothing brand Popular Demand is sold in retail stores across the nation, has the support of some the music industry’s hottest names and appears to be on a swift rise to the top. We caught up with creative director and C.E.O. Blake Ricciardi to get the scoop on the line, the mindset and what it takes to stand out from the pack.
The majority of the stuff that I design for the brand is just stuff that I want to wear and that I personally think looks good, so we just go with it. It’s worked for us to just try to do us.
MADE MAN: Tell us about the Popular Demand and who wears it.
BLAKE RICCIARDI: It’s an all men’s line but a lot of girls wear it. A lot of girls wear our snapbacks and our tees and cut them up, and the type of people who wear it are the people who want to get noticed. It’s not something to just fit in. Fortunately we have a lot of people wearing the clothes—everybody from Future to T.I. to Chris Brown to Diddy—and we’ve only been around a little more than one year.
MM: What trends do you see coming for the fall?
BR: I try my best not to pay too much attention to trends because what ends up happening is you come to the MAGIC show or a show like it and a lot of people’s stuff looks the same. So I pay attention to the industry itself but at times I ignore a lot of it and allow other things to influence the brand. We’re trying to be a little bit different.
MM: What do you think about camouflage? We’re seeing guys rocking it different ways…
BR: The thing for me with camo—and just patterns in general—but definitely with camouflage, is that it’s relatively timeless. It hasn’t ever really gone out of style. When we started the brand, we wanted to incorporate it. The majority of the stuff that I design for the brand is just stuff that I want to wear and that I personally think looks good, so we just go with it. It’s not strategic every time we put something together, color wise or anything like that. It’s worked for us to just try to do us.
MM: In addition to the T-shirts, what other pieces do you have in the current collection?
BR: Accessories, bandanas, T-shirts, snapbacks, crewnecks, jackets. We have a relatively large collection for having only been around for a year and a half.
MM: Can you name a few other notable celebs that have been spotted in your clothing?
BR: Los is wearing it in the “Ocho Cinco” video. Roscoe Dash is wearing it in the “So Many Girls” video. DJ Drama was out all around All-Star Weekend. Don Cannon is a big supporter of what we do. Justin Beiber has worn it. Game wears it all the time, Cool & Dre. A lot of music producers and artists have worn the clothes.
MM: Would you say that Popular Demand is essentially a streetwear brand? Or do you see people who are not really into the hip-hop culture and lifestyle wearing it?
BR: We just try to make clothes that we want to wear, and we try to not wonder whether it fits streetwear specifically. There are a lot of kids and people out there who wear our clothes that aren’t reading the blogs all the time to find out what to wear. We just want to wear cool shit. Like, if you want to go out and look good and have some fun wearing your clothes, that’s the look for us. We’re not too worried about that stuff.