This brand is something that I have carried and curated since I was like 16 or 17 sitting in high school. I never seemed to fit in with everyone else in school although I never wanted to anyway, cause where is the fun in that? I lived for the late nights in the dance studio or at the park freestyling with my friends and the weekends spent in classes surrounded by the Perth community. You see that's where I felt the most like “Jared” and being surrounded by all of those creative, talented, fly and kind people planted the grass roots for what define would be.

I remember one day I was in the car with my mum. I told her how I wanted to be the next supreme or bape, which was a rant she had heard many times before but this time she asked what’s stopping me. I said I had no name and I didn’t know how to get shirts made, she replied back with “why don’t you call it define as you're always talking about how powerful clothing and personal style is to define your personality and character.” It’s crazy to think she is the reason the brand even exists. Her next piece of advice should help anyone wanting to start a brand too and she said research the brands I look up too and if you look hard enough you will be able to figure out how their clothes are made and that’s when I learnt about screenprinting.

Although the styles, themes, marketing and direction of the brand will change throughout the years as my taste changes, one thing that will never change is that I want to screenprint and make as many of the pieces as possible. I feel as though brands being hands-on is a dying art, which is crazy to me as making the clothes is the best part…. The amount of hours me and my dad have spent printing shirts together trying to figure out how the fuck this screenprinting shit works will be something I’ll forever look at fondly. Every graphic shirt or product you buy has been screen printed by us, and I hope that makes it a little more special to you. 

No matter how big I can grow this brand, because I know one day I’ll run this shit up to the moon, it will always be a family business surrounded by my friends all tryna figure out how to make the best clothes possible to help you define you.

Jared Ticehurst.