Screen Shot: Awake at Three

CITY BASED: The wonderfully open-minded city of Bristol, UK

What inspired the brand name?

Initially, the brand was actually called Badhand, because the first thing I drew in my notebook when I realized I wanted to start a brand was, well, a bad hand. But the name never seemed quite right, and I’d have to painfully explain it to people when they didn’t get it even after me repeating the name to them. So I chose “Awake at Three”, because I am more often than not working into the early hours of the morning working on this passion project to fit it around my university work.

At what moment did you realize you wanted to start a brand?

At around the age of 17. I was just developing an interest in the world of streetwear and it definitely came from a “how hard can it be” moment - especially when I looked at how stagnant the creativity in big high-street shops had become. I also was a big fan of customizing my own clothes with paint and embroidery, so it was initially a way for me to be able to create one-off DIY pieces for other people.

What helps you get over creative blocks?

I think the best think I did to keep me inspired and ideas flowing was forcing myself into the habit of writing down everything I see that might turn into a concept immediately on the notes on my phone. Everything from song lyrics that catch my attention, a bit of graffiti i see walking to uni, even passing phrases my friends use that are a bit odd - most of my ideas stem from one of these little day to day gems.

What is the biggest mistake you have made?

Not starting earlier. If you’re reading this and are wanting to start a clothing brand, or hell, anything you’ve been putting off, just jump right in. You only learn and improve by DOING it, not by daydreaming about it.

What is the biggest success you have had?

For me, having people waiting for my drops to the hour is so cool to see, and something I only dreamed of before starting - I always feel lucky to have people that are as excited as I am about Awake at Three.

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Favorite color to use?

I’m usually a big fan of monochromatic colors, especially in how I dress. But when designing my earlier t-shirts I had great fun in contrasting fun, colorful pastel colors with the darker themes running through my designs.

ARE THERE ANY RETAIL SHOPS YOU WOULD LOVE TO SEE YOU BRAND IN?

In a purely self-indulgent way, seeing my brand in ASOS would be satisfying as I’d be able to make back the disgusting amount of money I spent on there when I was a lot younger (and dumber). There’s also a local streetwear store in Bristol that I visit a lot called 5 pointz in Bristol that I’d be stoked to be stocked in.

ANOTHER BRAND THAT INSPIRES YOU AND WHY?

I’m just going to have to give you two here, because there are so many that I look up to and so many other startups that are all so friendly, talented and supportive. @nihil.ny have a really polished, well executed minimalist direction, and their Fangs tee is a timeless standout piece who’s success really inspired me to pursue my own brand. I also have to mention @shuvt_official, because they’re another Bristol brand and I love how they use the city’s rich culture to inspire their designs.

Where do you see yourself and the brand in 1 year and 5 years?

In a year, I would love to have ventured into cut and sew and have had my first pop-up shop. It would be a dream if I could get the brand to a place where I could continue it after university, and reach 5 years - at which point I’d really love to explore how I can use the brand to combat fast fashion by exploring new sustainable methods and materials.

In 5 words or less describe your brand?

Why I’m Awake at Three.