Platinum, CEO of Iridium, talks fashion and creating a lifestyle

 

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Platinum, CEO of Iridium Clothing – Photo courtesy of Iridium Clothing

Fashion is more that just clothing. It can represent an ideal and a state of mind. It can speak to the world in a way that words can’t. It is about more than fabric. It can be a lifestyle. We recently spoke to Platinum, the owner-creator of Iridium Clothing who recently reopened their State Street store in Chicago. He spoke candidly about his motivation and what he is looking to accomplish. Platinum is here to represent a lifestyle. Check out more below.

Tell everyone who you are.
My name is Platinum, CEO of Iridium clothing brand.

What prompted you to go into fashion?
I wanted to create products that I could actually afford to buy. As a kid, I was a huge window shopper. I would try on basically everything I couldn’t afford. I felt like there was a void for luxury fashion at an affordable price without substituting or eliminating great fabrics, and quality. Overall, I needed a medium to display my creativity and I found that with fashion.

What would you say is the difference between a brand and a lifestyle?
A brand is like Coca Cola, Pepsi, or Doritos. They’re known for their fat-filled calorie products. Iridium is a lifestyle that includes a broad spectrum from products that influence one’s overall lifestyle. “The Godly effect” is what we call it: fashion, art, culture, community.

What are some of the challenges involved with creating a successful lifestyle brand?
Real friends, loyalty, trust, leading and not following.

You work closely with Chicago hip hop legend Pugs Atomz. How did you guys connect? What does he add to the brand?
Being fans of each other’s work. I was a big fan of his music, and he was a big fan of the brand. On our first real discussion, he let me know that he does graphic design and I was like, “Yo, design some shit … let me see.” I instantly fell in love with his designs and the seed was planted at that exact moment, and now it’s grown into a full blossom of designs and cultivating this brand to a complete lifestyle.

Talk about a few of the notable individuals who have worn your clothing. How do they feel about it?
I’m never good with dropping names, but honestly every time I see someone wearing Iridium, it brings me back to the first moment when I saw the products in the window of a store. That was amazing actually. I often like to stop people wearing the brand and ask, “Where did you get this from?”

How has the world received you?
Love/Hate, both is a balance that keeps the vision fueled to succeed, ’cause we wanna keep getting better every season.

What would you say are some of the biggest mistake people make when it comes to fashion?
Trying too hard, following trends after they are dead, and overall shitty quality. I also have a big issue with shitty quality products at a ridiculous price. That bothers me tremendously.

What is next for you?
Life, next season of designs, new stores in Asia, and my homeland the bahamas, bonding with my family.

What encouraging words do you have for our readers?
Be your biggest fan always. Word hard. I know if I can do this shit, anybody can with hard work and dedication.

Eddy "Precise" Lamarre
Eddy "Precise" Lamarre

Eddy Lamarre aka Precise is a father, emcee, motivational speaker, blogger and performing artist. Follow his blog at precisemuzic.com



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