Q+A LASTAR JACKSON

LASTAR JACKSON. SAINT AVENUE. FOR THE CULTURE.

WORDS BY JACOB MORAN PHOTOGRAPHY BY VANESSA SOTO

Hype is a funny thing. It can make you do things you normally wouldn’t. Agree with things you typically don’t. And most importantly it can make you buy things you don’t need or even on a subconscious level really want. The ‘hypebeast’ phenomena is ever present in cars, jewelry and makeup but none more so than in the streetwear industry. Streetwear has become less about the clothes more about the status. However, if you sift through the litany of brands trying to capitalize on the hype and make a quick buck, you can find designers quietly building a successful brand not through endorsement deals with the newest influencer, but with hard work, sleepless nights and through trial and error.

LaStar Jackson of Saint Avenue is one such designer.

JACOB MORAN: I am always interested in what happens

before a brand establishes itself. What can you tell me about the beginnings of Saint Avenue?

LASTAR JACKSON: Fashion has been my passion since I was a young kid. I even won Best Dressed in high school so I’ve always had a very strong interest in fashion. Around 2014, when I was in college was when I really started to build a brand and dedicate myself to creating something of my own. At first, I really wanted to do some high fashion, luxury type shit, to try and compete with the likes of Louis Vuitton and Gucci. Little did I know how expensive that was going to be. It didn’t work out to do luxury so I pivoted and made it work with streetwear. JM: Sounds like with fashion, one wrong move can set

you back a great deal. Does that ever prohibit you from taking risks with your designs?

LJ: In the beginning, it was very discouraging. I would spend money on fabrics and graphics and then they would never see the light of day. However it’s just part of the game. All designers go through that. You are going to lose a lot of money on samples that just don’t work out. It’s costly and I tell people that a lot. Especially if you want to do it at a certain level. But it’s just part of the process and you can’t let it stop you from trusting your instincts

JM: I love the elegant simplicity of your spring drop. A

lot of times brands can get too crazy with designs and forget about the quality of the item. Were simple, sleek looking designs on quality fabric your goal for this drop?

LJ: Man, I wish I had some sort of crazy ass story or inspiration behind this latest drop but to be completely honest, I don’t. I was in Atlanta for my birthday coming off the four-twenty drop and just thought about what I wanted to put out next. It just came to me and I ran with it. I wanted to show growth, and maturity. I wanted to expand and defy the expectations. Ultimately I wanted to bring that luxury feel to streetwear and elevate the brand.

JM: Being in the game for so long how do you feel about

the entry point to doing streetwear being so accessible? Is it hurting or helping the industry?

LS: In some ways, I feel like it is hurting. You’re absolutely right, the level of entry into streetwear is very low. Literally anyone can start a brand in their bedroom from scratch. There is a huge misconception that starting a clothing brand is a way to get rich quick, so people get into it without understanding what it takes, and without the respect for the process. The lack of industry knowledge takes away from the established brands who have been grinding it out and are passionate about their designs.

JM: Can you tell which brands are in it for the money and

which ones actually love fashion and the process?

LJ: Easily. Very easily. When you are someone who takes a tremendous amount of pride in your craft you are going to be able to spot the people who are trying to get a quick buck. Being able to see that helps me decide who I want to work with and give my time to.

JM: How calculated are you when it comes to your drops? LS: It is always calculated. The way I move man is always calculated. I’m focused on longevity. One of my favorite designers is Ralph Lauren. So when I drop something I am always trying to make my stuff timeless like him. You can see someone wearing a Polo shirt from the 90’s and it’s still in fashion today. No one’s gonna look at that shirt and think ‘Oh, that shit old.’ His designs are literally timeless. So I always want to relate my drops to the times but I am more so focused on being timeless.

JM: Between getting press in Complex, DJ Envy of

The Breakfast Club wearing your hat and multiple drops, you’ve had a lot of success so far. Is there one achievement that stands out?

LJ: There have been many but seeing DJ Envy rock my shit has got to be at the top of the list. I was in New York and thought, I may as well pull up to the Breakfast Club and drop some designs off. I thought it was a long shot. I go back home and kick it with the same friend that told me to keep it moving in this streetwear game. He kept telling me he knew they were gonna rock it on the show. I didn’t hold out much hope. My mindset was, if it happens it happens. Little while later I got a call from him and he tells me that DJ Envy was wearing one of the hats I gave them on the show. It was bananas, man. After that I knew it was a wrap. Saint Avenue was it.

JM: How much of your success is the product of

consistency, hard work, determination and making the right decisions versus being in the right place, at the right time?

LJ: I love that first part. That gave me chills man, I love that. I used to think that hard work, consistency, determination were just a cliche because that is always coming from people who are already wildly successful. But it’s the truth. And that “right place, right time” shit is cool, don’t get me wrong. I have been in those situations too. But success happens because you put in the work.

JM: What are your thoughts on the state of streetwear

culture in Indianapolis?

LJ: I think it’s growing and good brands are doing dope shit here. But sometimes it feels like a race. Like a lot of brands here are just all racing to see who is going to pop off first instead of focusing on building a reputable brand, and not only build a reputable brand but strengthen the streetwear community so that we all can get further along and make this city a respectable place in terms of streetwear. We definitely need more community here.

JM: Do you think clothing makes the hype or does hype

make the clothing?

LJ: Hype makes clothing. It is who you see in what, not what you see on who. Influencers can wear some wack ass shit and that piece will sell out. Look at Nicki Minaj. She wore some pink Crocs and they sold out instantly. No one was messing with Crocs. But they see someone with Nicki’s status and then go crazy for it.

JM: Do you find it hard to stay motivated in an industry

when you know so much is driven by the ‘who?’ and not the ‘what?”?

LJ: It can get frustrating. But I’m in this game because of the love I have for fashion. I’m going to keep making the right decisions, put in hardwork and build my brand with a consistency that will last forever. ✂