Agi  & Sam


28 Monday 28th March 2011

Tell us about your two most recent collections.

Our last collection was primarily based around the Fresh Prince of Bel Air. When we were designing our first SS collection, we had it on in the background all the time and the styling in it is just absolutely amazing. There's nothing that you can look at that looks similar to it, even in that era, even though everyone had certain street vibes. The way they dressed everyone in the Fresh Prince was just styled so perfectly.

So we started looking at nostalgia, because we grew up with stuff like that, and at the artists of that era and the impression they were making. The main point of the collection was the gentrification of people in that era, the way that the Fresh Prince obviously moved from Philadelphia to Bel Air, and had the chance to live a gentrified life. Then we started looking at Basquiat, who ended up moving from an area of wealth to making himself actually homeless.

How did you deal with having the Fresh Prince theme song stuck in your head all the time?

Yeah - we had to sit through every single episode so it went from being a pleasure to watch to a bit of a pain in the ass.

There are so many different references to different cultures of that time - like Carlton dresses amazingly. What we were really trying to do is make sure it didn't look too sportswear. Because i think it is quite easy for people to look at sportswear and dissect it from there, think 'nineties', and think 'hip hop', and we wanted to make it have more influences. Jazzy Jeff is amazing, Fresh Prince obviously. And Hilary! There was a guy in the first series who came down and ended up getting with Hilary, but I can't remember his name. But in terms of style, we never usually have muses here.

Do you design for an ideal person, or for yourselves, or a certain quality?

We usually design from our premise, which is prints, but then the way we design, we don't like to look at fashion too seriously. Even though it's our career and it's everything we want to do, a lot of people look at it too seriously, they make their lifestyles too serious and make fashion serious. So we dress for someone who is not afraid to go bright. And most of our clothes aren't too mental in terms of fit, we want them to be wearable.

How do you develop new prints?

When we look at print, we try to look at it from a different perspective. We like to push it in ways that it hasn't been pushed before, so last season we did the 3D suits, where when you put on the 3D glasses the actual print interacts and becomes 3D. Usually the main point to look at is aesthetic, so that it looks nice, and then we use a different formula for using print, whether it be digital or dying or textile manipulation.

A 3D suit?

Yeah, it was something I had wanted to do, but Agi wasn't too sure, because he didn't like the idea of using an image that was so green and red, because usually when you do these images they become green and red. He didn't like that colour combination. The suit looks like it is black and gold, and when you put on the glasses, it becomes 3d.

Have you thought about designing for women?

We definitely want to do that. A lot of girls are content to wear the collection as well, and have ordered from it. We want to do it, but we won't until we're 100% sure of what we want to do and how to do it.

You can order and browse Agi & Sam's collections and 3D lookbook at their website,

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