Branding take over, Alternative Art-of -facts?.

Diggers is the clothing apparel for all those who are passionate about vinyl founded by Pritt Kalsi a vinyl collector and film maker, who’s spent his life uncovering stories offering insightful look at peoples passion for vinyl and sampling.

Founded in 2013 Diggers was the re-brand and king of the beats clothing make over.  Times had changed and no longer was the generic fruit of the loom T-shirt the cut that people wanted to spend their money on.  The Chinese market as it is right now has given birth and enabled new young and enterprising designers to try make their mark with their creations and visions.  10 years ago Trying to get something manufactured in China was expensive and almost impossible for a new independently ran brand as minimum orders started off at the 10,000 unit mark.  thanks to sites like Alibaba it has allowed brandS like mine to have new life.

So back in 2013 I going was going through a difficult phase in my life, my marriage came to an end and in order to try save it, one of the things i did was give all my clothes to charity as one of things my ex moaned about was the way i dressed.  i was in that bubble.  It was here in this time i discovered and started to fully appreciate stores like TK MAX.  Just like digging for records i would dig for clothes.  I kept a strict code that I could not  spend more than £10 for a T-shirt £20 for a Shirt and the same about for Jeans.

Slowly i got addicted to the store, going in from every week to a point almost daily digging for garments.  I would take the shirts back and wonder how is it the materials were so different and affordable.  I guess this is when i realized that times had changed.  This is where my brand needs to be, using this modern type of t-shirt garments.  Armed with a bunch of shirts i sat with the guys from AM Screenprint  and we sourced the suppliers.

Looking to re-brand going by the name Diggers that fits the ethos, fully representing my passions and my work me and Chris Malbon my long time partner in design and childhood friend created the new logo and designs for our first line.

This moment in time i started to hang around my parents home, they stood by me like a rock throughout this divorce.  I started to take notice of my mother and her passion for textiles.  Growing up this was something i took for granted.  Her generation of Indian woman this is normal I’m ashamed that i did not pay closer attention to her craft from when i was younger.  I guess I’m older now and look at the world differently.  She loves and enjoys creating things, she had this new sewing machine which she was embroidering designs from a digital source.  I asked if i got my design can i try sewing my logo?.  We joined forces and together a lot of the items like the shirts i would bring back from TK Max were unbranded.  I started to brand them, so that when i went out i would be going out wearing fresh one off pieces that represented the culture i was so passionate about.  Reminding me of how in the early days of Hip Hop people would modify there outfits and footwear.

This kick started me re-branding boots picking out one of pieces and modifying them.  Those that follow my instagram would be totally up on them boots.

Although the brand represents lovers of vinyl irrespective of what genre of music, its roots comes from Hip hop and my passion and understanding of the culture.  i started out as a graffiti artist and b-boy in the 80s.  A big part of the culture was tagging and bombin, I had flash backs to the adrenaline rush i would have running round with my friends.  Those that know me that living alone here i have to keep active and my nature is that I can not stop creating.  This led me to start planting modified items i purchased back in the stores across the country.  For years nobody noticed what I was doing, for me it was for kicks and fun and held true to the idea of discovering a gem, just like my movie looking for the perfect beat.

I am creating art, and not for arts sake, these are pieces created by a person with a long deep history in this culture.  Blood sweat, tears and lot of soul went into these pieces.  Only last year i had people start to hit me up within the culture who followed my work that started to search out my pieces.  This is the reason i decided to shoot this piece, before some Biter takes my work and claims it there own.  Like my mothers creations or my fathers paintings, my work or even the artists I work with in the music, art should never be taken for granted or on face value.

Face Value has means nothing to me, if you are going to spend some money on Art look and take your time to find out about the artist and its brand.  Diggers is about finding that gem and turning it into something else. Done before by the kids of NYC back in the 70s and 80s in those early days of hip hop.  I appreciate if you took the time to read and view the video.

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