10 Deep is a true legendary brand in streetwear, having been around for 12 years and pushing the scene before it was even coined as the subculture called “streetwear.” “We’ve been riding the wave of highs and lows since its existence,” says Emeka Obi, the Marketing and PR Director for 10 Deep in an exclusive interview with Label Networks TV at MAGIC Fashion Trade Show. “We come from a variety of different things and where things started, ranging from punk, skateboarding, hip-hop and where things fuse together into socially relevant forms. Our work is a part of these things -sometimes political, sometimes nonsensical -cues taken from global influences.”
It’s because of the brand’s wide range of curiosity and global reflections, plus New York City roots that has made 10 Deep one of the most highly regarded brands in the business today. Basically, if 10 Deep is invited, then you know it’s a top-notch, credible gig.
While the brand’s collections have changed, starting with quintessential streetwear T-shirt designs and hoodies to today, with a fully developed collection of tops, jackets, denim, accessories, and wovens, it’s pushing the tip again this Fall by going clean, somewhat higher end, and infusing social reflections with a combination of prep, upper-urban, street classic yet recontexualized designs, resulting in a collection that continues to punk fashion in the traditional sense with its originality.
How does a brand stay true to it’s core and yet maintain an edge in what’s become a competitive industry? “There is a shaking of the tree right now,” explains Emeka, almost in riddle. “Stick to what you are good at creating and make it better. We’ll expand in certain areas, such as accessories, but there will be people who fall from the shake-down.”
While 10 Deep has struggled to make it to where it is today, in many ways, it’s also trained them to be multi-faceted whereby no one is pigeon-holed into any one thing -just like the basis for each collection. “It’s profitable now, but we all used to have day jobs. Streetwear just wasn’t readily acceptable to mainstream fashion or media but you would see it in the streets,” explains Emeka about the shaping of the industry. “Where we are now, we are involved in all aspects as the future is being created.” And in many ways, 10 Deep is creating that future as leaders in the industry.