Category Archives: Fashion

Introducing vitaminTHICK, a brand set for intake

HAILING FROM BOSTON! With inspirations ranging from notorious signature sneakers to the Notorious One; cafeteria showdowns to play timedisguises; vitaminTHICK aims to bring the fun and edginess back to a streetwear industry that has become overplayed and uninspired. VitaminTHICK: Cooler gear than the other kids since bagged lunch.™

Brand Identity
vitaminTHICK is a celebration of living life to its fullest through community, culture, and dope clothing. With the street cliches of
violence, greed, and politics plaguing the urban fashion industry today, co-captains Elliott Curtis and Andrew Shedd listen to the
echos of their youth for inspiration. “Back in the day” was a glowing and carefree time when anything and everything was
possible. Without all the posturing and bad noise, childhood was a time when we had our whole lives in front of us. The vT brand
is a blending of this nostalgic mindset with a culturally informed social commentary.
Our Approach to Design + Product Development
vT’s product, like its approach to brand and design, embodies the definition of limited edition in its most earnest sense. A full
collection of vT pieces are individually numbered out of a finite denomination. This is real. No marketing gimmicks. No fine print.
Just BAM- “I have shirt 23 out of 100. Only 99 other heads are up on this piece right here.” Although the products are exclusive,
vitaminTHICK is a community of those who hold lifestyle to a higher level. This is why vitaminTHICK’s products adhere to a design
regimen that shells out for style-specific prints, eco-friendly inks, extra attention to stitch work and the little details that might
go unnoticed to some, but define the brand to Shedd and Curtis. These principles of value-added design tower over brands that
subscribe to the cost cutting and inferior quality of mass market production.

Welcome To The Squad™


Streetwear with a choice: The Pros and Cons

We’d like to take this opportunity to introduce to some good friends of ours, who have this refreshing clothing line, using hard work, pure talent, and grassroots efforts to brand their clothing line. The interview will provide a little bit more background to the creators of the line and the clothing line itself. Enjoy!

Big ups my dude to you and the fam at PNCLA

So,  What’s the name of the line and when did you create it?

We are The Pros & Cons, the line was created in 2006 but it took us a while to get to where we are today. Over the course of the next couple years we created a slew of graphics then finally felt we were ready to go public in the fall of 2008. Our Spring/Summer09 line was the first time we decided to shop the line around and the response has been amazing.

Who was all involved in creating Pros and Cons and the reason behind starting it?

The Pros & Cons was created by a couple of guys with some equipment and a lot of talent up their sleeves. We were kind of sick of all the cookie cutter bullshit that was being eaten up by the general public and honestly felt we could bring something new to the table. The head of our Art department was also sick of doing graphics for other  brands, only to get a small percentage, so the two of us together decided to set off on our own and the rest is history.

Anything that you plan to achieve with the line?

Well, creating art, doing the stuff we love, and being able to provide for our families while doing so would be great start. Other then that, we would love to bring some awareness to the game. The term streetwear gets thrown around way too loosely these days and entire brands are faking a lifestyle they have never lived a day in their lives. Combine that with how over saturated everything has become, and it starts to make a mockery of the original idea of streetwear. I’d love to get to a place where the average consumer could tell the difference between original hand drawn illustrations and the hard work that goes into creating them, and free fonts mixed with google image searches. That would be great!

Where is the company based?

We are based in sunny Los Angeles, California.

You have a really clean and organized line, what makes it different from your competition?

Thank you. I think it starts with us. We are very picky and probably a little hard to please. The reason we didn’t just start dropping shirts back in 06 was because we are perfectionists. Even back then we could tell things were getting heavily saturated, so we wanted to make sure we had solid branding infused from the jump. We own our own printing equipment and a lot of these designs we have been sitting on for a long time, so we easily could have dropped long ago, but we wanted everything to have a certain look and feel for it, and we took no short cuts in doing so. It’s very gratifying when people notice that and this experience has been a humbling one to say the least.

How do you plan on reaching the masses with your product?

Word of mouth is a very powerful tool. With the current state of retail sales still in a slump, you have to be very smart with what you do with your advertising dollars. Street campaigning and social network sites go a long way in this day and age to creating brand awareness and have either very little cost or no cost at all. That’s definitely a great starting point.

It’s hard to deny the fact that the country is in a recession, are your products affordable?

I’d like to think so. I actually feel like we could charge more for some of our graphics. Especially when comparing to what else is out there in a similar price point. At the end of the day it’s up to the consumer to decide that though.

What type of style would you say your product has?

Luxurious streetwear (laughing). Nah in all seriousness, I feel like we are trying to create our own lane within the streetwear niche market. There is no denying we have a street style, but I feel like we incorporate a little more then your average streetwear brand within our designs.

What are your upcoming plans for the rest of 2009 and the line?

We hope to just keep growing in popularity and hope that people like what we are trying to do. We have a lot up our sleeves for the rest of the year and have graphics finished and just waiting to drop on the public. Expanding into more garments is also on the list but we are trying to gain awareness for our graphics first. This is a step by step procedure for us and like I said, we aren’t interested in half stepping or taking short cuts.

Where can we find the line and when are you dropping your newest releases?

Direct to the source is always the best bet. is that source. Look for us in a boutique or skate store near you, and if your favorite store doesn’t already stock The Pros & Cons, let them know they should.


Contact The Pros and Cons via:


The Fashion Bloke’s Introduction

8:00 A.M. Corporate downtown. I’m in heaven. Some of fashion at its best, and simply put the story of my life. I’m an analyst head from to toe….The way I dress, the way she dresses, him and them too. But its more than just a materialistic thing. This isn’t about price tags and latest trends though. This is about your presentation to the world being an ELITE company and your style in attire as your portfolio for the job. Or as an artist, this is just another way to express myself whether I’m dressing up in slick collars and ties, cardigans and soft polos or dressing in hoodys and fitted caps, Raw Denim and a pair of sneakers. This is more than just rocking a hot fit. This is about confidence, personality, this is how we speak to those without words to say this is who I am and its all relevant. I Just walked into work and I have stacks of clothes on my desk and all I can do is smile because this is Fashion and I breathe this…

– The Fashion Bloke