Courtesy of Kill Brand

An age-old question has always been, “Is it the man who makes the clothes, or the clothes that make the man?”

For Kill Brand apparel founder and designer Jonny Smith, the answer is both. Smith, from the band Tokyo Rose, started Kill Brand apparel in 2001. Now, the line has grown into a respected business with some serious street credit. Recently, The Daily Aztec was able to interview Smith about his company.

The Daily Aztec: What does Kill Brand say about the person wearing it?
Jonny Smith: I’d say the person that wears Kill Brand, since we are a smaller brand, would be wearing something to set them apart from their friends.

DA: What made you want to start Kill Brand?
JS: It all started as a joke. I was wearing a lot of hot pink when I started the brand; everyone was making fun of me, so I spray painted “KILL” across the front to give it some edge. I ended up getting multiple requests for this (T-shirt) and from that a brand was started.

DA: From where do you draw your inspiration?
JS: I always have a notepad and pencil around me at all times. Some of my design ideas were submitted to our designers on napkins. I use the Notepad section of my iPhone a lot.

DA: What is your favorite Kill Brand design and why?
JS: Every season I say that I have a new favorite design, then it is usually replaced by another favorite. I go in and out of trends and what I really like. I guess that is why I have no tattoos.

DA: What does it take to run and operate Kill Brand?
JS: It’s really nonstop, I’m very ADD (Attention Deficit Disorder). It’s good and bad, my mind goes 1,000 mph, all my friends know it. It’s kind of my staple. So it’s good that I’m always thinking of what to do for design ideas, promo, next season, etc.But it also makes it hard to stop working and stay focused on my personal life and relaxing. It’s a 24-hour job. One time I went to the BVI’s (British Virgin Islands) (with) no cell phone, no Internet for 10 days. It was the most relaxed I have ever been. But all hell broke loose.

DA: What sets Kill Brand apart from other clothing lines?
JS: Well I come from a music background. It was all about helping each other out, taking friends on tour and growing with each. I instill that lifestyle with what I do now. Our direct competition usually (is) our close friends. But what sets us aside is that I don’t look to them for inspiration. I try to go to the beat of my own drummer. I’m not saying I’m a fashion or art connoisseur, but I try to think of ideas on my own, not look to see the fashion trends. I hope that we have been around long enough that people trust what we are doing. I do the same for companies I have always liked. Obey (clothing line) is one of them.

To see more of Kill Brand, go to www.killbrand.com.