style in progress 1/2023 – @wherearemyglases

BUSINESS HOBBY WITH 300,000 FOLLOWERS

It all started when his big brother gifted him a Jordan 1 sneaker when he was in fifth grade. Today, 18-year-old Sam shares his passion for fashion, style, and creativity with over 300,000 followers on a daily basis via his TikTok channel wherearemyglases. He injects his in-depth understanding of the needs of his community into his Deputy Department brand. It is intended to serve as a platform that represents his community – as a proxy for an entire generation.

Sam, do you consider yourself an influencer?

I would argue that creative content creator better describes what I do. I produce content to inspire people, not to influence them. That is just a side effect. When did what was initially a hobby evolve into a business?

It happened relatively early, but the perfect medium for it came later. I started off on Instagram, but it was TikTok that provided me with the reach to address a larger community. I would say it is a hobby that has grown into a business, yet it still has a great deal of hobby to it. It became a business the moment I realised that I could earn good money, and that it opened up certain opportunities for me. At first, I contacted and canvassed brands, but now they approach me. My first partner was emerging German brand Young Saint. In fact, I happen to be wearing it right now.

Authenticity is your greatest asset. What exactly does a brand need to convey in order to appeal to you as a potential partner?

First and foremost creativity, which is exactly what I think most brands lack. Many brands teach young men how to dress to avoid attracting attention. I strive to counteract this approach. This is why it is so important to me that the people behind the designs have really thought about it. The designs should convey a message and have a deeper meaning. At the end of the day, it is all about the full package. Any brand that wants to be taken seriously needs to be sustainable. That simply reflects the zeitgeist. I make a personal statement with what I wear. The brand’s image probably plays the most significant role in this respect. If a brand chooses an ambassador who does not represent what the brand symbolises, then nothing can come of it. I consider those to be the three pillars. And I would argue that I am very selective in this respect. I turn down more collaborations than I accept, especially if the brand in question forces a complete script on me. I believe authenticity is the overriding priority. The moment I have to think about whether I am being authentic, then it is already far too late.

Prominent brands from the luxury fashion genre keep on making inroads into this subculture. Is this the real legacy of Virgil Abloh?

Virgil Abloh definitely paved the way with Luis Vuitton and OffWhite. The collaboration between Kanye West and Balenciaga also exemplifies very well – aside from the criticism of Kanye – how well the pairing of street credibility and luxury fashion works.

What was your biggest deal so far? Probably my cooperation with YSL. What is on the agenda for the near future?

I am not too focused on growth. I am more interested in strengthening the community that I have established and forging deeper bonds within it. I wish to establish a platform where people can inspire each other and exchange ideas. That is my plan. At the same time, I am in the process of developing my own fashion brand, Deputy Department.

How far along are you with Deputy Department?

I have completed the first two drops and a re-stock, which was very successful. I am incredibly satisfied with the results and still have plenty of exciting ideas in the pipeline.

Do you intend to move into stationary retail with it as well?

I would like the brand to remain exclusive. By no means price-exclusive, but in the sense that people who wear it are aware of what they are wearing and what it represents. Quality over quantity, at any rate. If I ever launch a basics line, I could imagine a partnership with online stores or retailers.

What is the message you convey with Deputy Department?

For me, Deputy Department symbolises the generation to which I belong. All the feedback from my community is directly incorporated. I leverage the potential of my channel. The challenge for me is to filter out exactly what moves my generation from the huge amount of information that reaches me every day. I want Deputy Department to be the brand that represents my generation. That is the plan.

Sam inspires hundreds of thousands of followers on his TikTok channel wherearemyglases. The name alludes to his talent for constantly losing one of his favourite accessories: glasses!

Sam is taking the next logical step from content creator to designer with his own brand called Deputy Department. The name says it all. The brand is staged to represent his generation.