Sascha Smut Interview

Sascha Smut Interview

30 October, 2009 | 6.01PM

• Written by: kateisis13
• Filed under: Music News :

SMUT - bold, provocative, offensive. Since 2006 SMUT has delivered edgy clothes designs based around soft porn. Support for these taboo tees has come from all angles and includes the likes of Herve, Charles Saatchi, a plethora of page 3 models and Swarovski. Not many people can boast such a varied fan base.
SMUT has also been responsible for a string of racey London based club nights along the same theme that, not surprisingly what with the eye catching models in residence, have proven very popular with the punters.
I headed down to the Camden pop up store to talk to clothes designer Sascha, the man behind the fun & filth. I found a softly spoken, very welcoming gent, dressed in a very rude t-shirt. Great!

So what’s the story behind SMUT?
“Well, originally the idea came from a picture my ex-girlfriend & I took in the mirror when we were, you know.... [points at the SMUT logo] and when we broke up I made a t-shirt from it to piss her off. But then after that a few people saw it and liked it and i thought ‘I could be onto something’ so I decided to develop the idea. I saw an ‘M’ in the design and thought, ‘what is any guy into?’ SMUT. Perfect.”

I expect your ex was pissed off?
“Yeah, but now she wants in.”

Your club nights have a great reputation for being wild. When did you add the club nights to the brand or was it a natural progression?
“It was a way of getting the brand out there. The clothes have a kind of Ibiza feel to them and music & fashion have always gone hand in hand so we put on a house & electro night and set up a stand and it worked out pretty well! The last party we had a couple of weeks ago was amazing, the turn out was great, but I want to branch out more into the gay scene next.”

Will there be another party soon?
“There will be an after party for the pop up store when it closes at the end of September, beginning of October. That’ll definitely be one not to miss!”

You’ve had some amazing models pose for you are you ever tempted to cross the line with them?
“Well, the thought’s there, but they’re great models and they produce amazing photos which is the most important thing and they’re great people too, more like mates really.”

You’re retailing in Paris now, you’re branching out over to Oz and you have the Swarovski made to order range, you’ve achieved a lot in 3 years. Are you happy with what you’ve achieved and what about the future?
“Wow! I’ve done a lot, haha, but there’s always more, there’s always ideas flowing. I want to expand my product range. I’d like to go more into furniture, lighting and projections, make it a lifestyle.
One idea has been to do snowboards, which I’m still considering. I think of SMUT as a Playboy for the 21st century. It’s a lifetime project. I’d like my kids to take this over one day.”

Bearing in mind the success of your club nights, what about a SMUT record label?
“Maybe. I’d like to get together a sort of ‘SMUT Sounds’ like a collection of DJs and VJ’s that represent the brand’s sound & look. I’ve got a collaboration night coming up with the Loose Cannons & the usual gorgeous models and dancers, of course.”

Is there any chance of a permanent shop opening?
“Yeah, that’s the dream and we are expanding but we just need a bit of time. I think one would do really well in Brighton or Amsterdam but we’ll just have to wait and see… In the last week of the pop up store there will be DJ’s and we’re getting models to come in & make the Swarovski merch by hand. It’ll be amazing!”

If you want to treat yourself to this spectacle pop down to the store at Camden Stables between the 6th & the 19th September.
For more information go online to http://www.mysmut.eu.com or http://www.myspace.com/smutclothing

• (0) Comments
• (248) Views