Homage Tees is the anti-brand you need to know about. Instead of the usual slogan tee, logo-ed up to the eyeballs, Homage Tees is all about shining a light away from the author/wearer and onto the icon. Wear your fandom on your sleeve. Each T-shirt is emblazoned with the face of some of the world's greatest heroes from Louis Theroux to Princess Di, Trevor McDonald to David Attenborough. You've probably seen some on Instagram; all the cool kids are repping one. Even the lord Pretty Flacko has been there, done that with the Goldie t-shirt.
As if that wasn't all, this weekend, Homage Tees has teamed up with Notorious BIG's iconic fashion label, Hypnotize, on a Biggie-themed hoodie and tee, to commemorate the 20th anniversary of the hip-hop legend's untimely death. But if you want to get your paws on this limited edition you'll have to be quick, as it's only on sale this weekend at a pop-up shop located at the historic Provender Building in London's Camden market. Here we pay homage to the brains behind it all.
Tell us a bit about yourself and where you grew up.
We don't disclose who we are, as we want all the focus on the people we pay homage to. They deserve the shine, we are just doing a service to our people. We're Londoners born and bred.
What is it that you do and why do you do it?
We pay homage to our beloved icons and heroes who earned a place in the hearts of the British people.
Who or what inspires you?
The people we pay homage to inspire us. We do it for them. They deserve it.
What's the story behind Homage Tees? When did you set it up?
We set up in summer 2016 cos we were into the tribute-style tee but didn't see any British people on 'em like we wanted. So [we]decided it was our duty so we made em ourselves.
What do you hope to achieve with it?
We just want to give people the opportunity to pay homage to heroes from our culture.
What is it about pop culture nostalgia that interests you?
It's pretty simple, it's what we grew up on so it takes us back to the good old days.
What's the best thing about being a young creative?
Being able to have fun with what you do... you can't take things too seriously. That's when it gets boring.
How do you feel about the creative industries today?
They are loosening up, more accepting, and becoming more accessible for the people.
If you could change one thing about the world what would it be and why?
We would put Louis Theroux in power.
What are you working on right now?
Some top-secret business... A few collabs with some icons themselves and a new product line coming soon!
What's the dream for the future?
The Homage Awards 2018.
Text Tish Weinstock