If you thought that Ed Hardy and Affliction t-shirts were a big part of dance music culture - kindly slap yourself in the face. For electronic music fans stateside waiting for a clothing line to represent their audial taste, the wait is finally over. Welcome HOUS - a contemporary brand that truly captures the attitude, essence and humor of a music genre that's currently on a massive upswing. The concept was developed by Creative Director Richard Wheeler. After years of experience in fashion and nightlife, he decided to amalgamate the different characteristics of the scene into a line that perfectly represents those who wear them. A slew of prominent names in dance music
have already been spotted sporting HOUS tees including Calvin Harris, Chuckie, Congorock, Steve Aoki
, and Sharam.
Clubplanet recently caught up with Wheeler and chatted about his new line, which artists he's currently working with, and what the future holds for HOUS.
Clubplanet: What made you want to target the dance music community with your new line?
Electronic dance music is the most exciting genre of music today, eminently influential. Today people look for more than just the music, it’s a lifestyle. To my frustration I found no brands dedicated to dance music, so I decided to do something about it and pioneer something truly dedicated to those who love the music.
Clubplanet: Who are some of the artists that you're currently working with?
I have received exceptional support from the EDM community! We have seen some amazing people in HOUS and are fortunate to work with the likes of ATB, Sander Van Doorn, Sasha, Robbie Rivera
, and many more.
Clubplanet: Who are some personal favorites of yours in dance music?
I have quite a roster of DJs who are my favorites. It’s hard to put a favorite list together! I grew up with Carl Cox
, Fatboy Slim, and Frankie Knuckles. I have favorites from before, right now, and tomorrow.
Clubplanet: What do you think makes a great T-shirt?
A tee is like a canvas that allows the wearer to express themselves. Make sure you are on point with your graphics what ever it is!
Clubplanet: Have you seen anyone walk up to the door at LAVO with one of your t's?
Clubplanet: Here's the scenario: Someone walks up to the door at LAVO, and they don't fit the bill to gain entrance, HOWEVER, they're wearing one of your T's. What do you do?
(Laughs) When I'm at the door you can be assured I will do only what’s best for LAVO
, creating the right mix of people and energy for those inside wearing my tees that fit the bill!
Clubplanet: What's in the works for the next several months?
Well, for starters a Willy Wonka island with rivers of chocolate, candy houses, and several unicorn races! Also, you can expect some fun collaborations, giveaways, competitions, and events. The next few months will prove very exciting.
For more on HOUS, check out their Facebook page for a chance to win free gear.