Jeff Staple On Starter Black Label

Co-branding is something that we see a lot from New Era. I mention them, because on some levels they seem the standard for being able to work with others and still keep their root market locked. Now, obviously the comparison is a bit tough given they still supply MLB, but hopefully you see where I'm going. It’s a question of how to retain individual brand image.

JS: It’s definitely very similar. The 5950 is headwear as the Satin Stadium Jacket is to outerwear. Both pieces were born in sport. Both pieces have been adopted by the streets. New Era capitalized big time with it (thanks to Spike Lee). The main hurdle we have is that making a hat and making a jacket are 2 different beasts.

I heard that Kris Kross was going to be featured in an upcoming advertising campaign, any truth to that?

JS: I really hope not. What do those guys look like now? I hope they figured out how to put their pants on.

Just kidding there. But, I am interested to know if you have a particular memory of starter in a rap video?

JS: Chuck D/Public Enemy!

Undoubtedly, Starter was dope in the early 90s. But, it shared a stage on the NFL sidelines with Zubaz. They too are trying to make a comeback as the "ultimate party pants." Amazing move or ridiculous?

JS: Zubaz...haha...reppin’ NJ, I definitely remember that. Well, the important thing to remember here is that Starter didn't choose to come back. The streets cast their vote and Starter simply listened. Second hand stores, vintage stores and ebay prove that the demand was there for a Starter revival. I don't see anybody rocking Zubaz yet. Maybe Z. Cavaricci's have to come back first?

I'm also interested in your thoughts on clothing having a didactic function. Your line, Staple, promotes a positive message. Other brands use t-shirts to raise awareness. Even though people are doing these things, it still seems the potential is still untapped.

JS: I think there has to be a balance here also. You can't browbeat people into learning. It's just fashion after all. People read books to learn. It's nice if your clothes can carry a message, but there is definitely such a thing as going overboard. In my 11+ years of doing Staple now, I've learned where that balance is. Sometimes we've gone too far. And in the end, if you want your message to be effective, you have to make something people will buy and wear.

Finally, if it comes to a Celtics v. Lakers final, what's your prediction?

JS: Pistons will upset the Celts. Lakers vs Pistons all over again. Pistons in 7.