Young G’z: Revolution Riche

Originality is hard to come by in the fashion world. Revolution Riche has managed to rise above the ordinary and create a young brand that combines creative ideas with luxurious execution. With tastemakers like Trinidad Jame$ seen rocking their gear and plans for more merchandise in the near future, the New Jersey-based company is ready to establish itself as a benchmark for stylistic genius in years to come. spoke to the brand’s founder, Vann Emmerson Holland III, about Revolution Riche’s humble beginnings and the ambitious goals they’ve set for themselves. With copycats already biting their designs, the high quality garment comany may be on the verge of reinventing the concept of a lifestyle brand.

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Mechanical Dummy: Who are you and what do you create?

Revolution Riche: My name is Vann, I am the founder of Revolution Riche and we create experiences.

MD: What inspired you to create this brand?

RR: We live in a technological age. There’s nothing that can stop anyone from following their dreams. Google is my best friend. Google has taught me everything I know.” Right now is really the time to rewrite the rules and live out our dreams. Rev Rich just stands for going against the grain and following your dreams. The idea basically came from a creative standpoint and from a political standpoint. It came from a platform to stand out and promote individuality.

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MD: Did you have any experience in fashion beforehand?

RR: My background is not fashion, it’s music. I grew up in a musical family… I always was into fashion, ever since high school. I was always known for standing out and doing things differently and basically being a weirdo. That was what I was known for. So it only made sense as time went on that I started to design my own custom jeans, cut out denim and spell stuff on the legs— all types of crazy stuff. After high school I started doing music again but eventually landed on the concept of Revolution Riche. I was like, “This is what we need right now…” So I did some research in the summer of 2012 and basically taught myself the apparel business. I taught myself the logistics, the technicalities, protocol when dealing with boutiques and manufacturers and lawyers. Once I felt confident, I wanted to take the world by storm.

MD: What’s your creative process for the designs?

RR: I like to generate a response out of people. That emotional response. That’s what I base my creativity and my inspiration on. I’ve noticed that a lot of people like to play it safe, but I don’t. If everyone goes left, I’m going right. I don’t care where right takes me, I’m just going right. That’s what makes me be able to stay creative and innovative… I’ve always just did whatever crazy shit came to my mind. Kind of like an artist that takes a canvas and you just take some colors and do some shit. It’s like a stew. I take all the ingredients, mix it up in a pot and whatever comes out, we work with that. Do a little tweaking, season it, prep the table and then start eating.


MD: How do you react to imitators?

RR: The first thought is always gonna be frustration. But anytime you’re dealing in the professional world, you have to kind of control your emotions. And then I look at it as flattery. At the end of the day, I’ve always been the type of person where I like to keep people on their toes. So while everybody’s copying us now, we’re already moving forward into a whole other apparel venture and concept. We always just try to stay one step ahead.

MD: Something about the bold pop culture references make your brand stand out. Was that the aim?

RR: We were going for the pop culture references and we wanted to create something that had mass appeal. But we also wanted to create something that had mass appeal that wasn’t gonna be warn by everybody. I notice a lot of brands create a lot of simplistic pieces, which is great, but we wanted to create merchandise that you had to put some thought into. A lot of our customers won’t even wear our sweater until they got their entire outfit picked out. These people actually buy our pieces based around Jordan releases. So in essence, we’re kind of becoming curators and influences in how people wear stuff. We kind of dictate how people wear stuff.

MD: How did you balance the gaudy imagery of some pieces with the more simplistic style of others?

RR: We also wanted to create a line where we had pieces that everyone could like. If you don’t like all the pieces, you’re gonna at least like one. We wanted to create this cross-cultural land where we can touch on a lot of people in our generation.


MD: Why does this brand speak to this generation?

RR: Our generation grew up going to school with Caucasians and Hispanics and Africans and Native Americans and Asians. So we had a class that was crazy. Back in the day it wasn’t like that. So now we see the demand to create a brand based around out cultural upbringing.

MD: What sets the craftsmanship apart from other brands?

RR: What we wanted to create in our garments was a hefty piece. When you pick up the garment, it has the weight of a Givenchy sweater or any other luxury sweater. So what we wanted to do was create a sweater that people felt confident when they held it. The garment is made out of polyester. You hear all the jokes about polyester suits and all of that, but this polyester is some next-level shit.


MD: Speaking of designer brands, is your price point a matter of quality or exclusivity?

RR: We didn’t wanna compete against any luxury brands. The price is a matter of quality. And it was a matter of the type of customer we wanna market to. You have your tastemakers; we kind of created this brand for them. We wanted people to really put some thought into how they put these outfits together. It’s an experience. Once you put on a Revoultion Riche garment, you get an experience. You’re not just looking for something to cover your body from the rain. You’re buying an experience and a movement. It’s an investment in themselves and in a growing brand. A lot of people feel the price is justified.





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