Screen Shot: Fourth Hour
City Based: Los Angeles, California
What inspired the brand name?
Our brand name was inspired by a Chinese superstition. The symbolization of four in Chinese numerology describes it as unlucky or coinciding with death. In contrast to Western symbolization where four is often described as full or whole. So translated literally when viewed under the Chinese definition it can be read as Death Hour whereas, when viewed under the Western definition it would just be read as Fourth Hour as in 4 AM.
At what moment did you realize you wanted to start a brand?
Among ourselves, we’ve had our interests in starting a clothing brand at some point in High School as all three of use are heavily indulged in fashion and music. This brand in particular was started when one of our member’s girlfriend broke up with him. Funny as it may sound, he actually took it as a good thing since he used it as motivation and an honor to continue what his brother wanted to start at one point.
What helps you get over creative blocks?
Being in a team of three it would seem like creative blocks won’t happen as much. In times like this, we take ongoing serious team meetings into something more relaxed by changing topics or leaving it there for the night and coming back to it on the next day. Some other ways to get over creative blocks is by just browsing through social media or, for one of our members, get aid by going to fat, high clouds.
What is the biggest mistake you have made?
Early in the brand, we really wanted to get our name out there. One of the more obvious ways to us, was to get an artist to sponsor or affiliate with us. After months, we had a record-label group express interest with having affiliation with the brand. With them being big dudes themselves, we had to custom make their apparel to their size. Another trouble for us would be international shipping to Canada but we thought it was going to be worth it at the time. However, we received the package back a week later since no one occupied the house anymore. We then messaged them and learned they recently moved out and didn’t bother to tell us. We went on days messaging them on how else they can receive it, but we were just ghosted. After a week, they replied back but we simply ghosted them back and carried on with our business.
What is the biggest success you have had?
Learning from our previous mistake, we had a luck with having an asian-american rapper wear merchandise for two days during a tour and posting on instagram. It was hard to get in contact with him at first as we all mourned for the same person’s death. It was in both parties’ interest to give each other time and space until everything is stable again. In the end, we took the apparel to the artist locally as he was performing in Los Angeles, and got to talk to him in-person.
A SOURCE OF INSPIRATION PEOPLE MAY FIND WEIRD?
Many people already use tumblr, but we often tread on its dark side/grunge side.
Favorite color to use?
ARE THERE ANY RETAIL SHOPS YOU WOULD LOVE TO SEE YOU BRAND IN?
ANOTHER BRAND THAT INSPIRES YOU AND WHY?
Pleasures; we’re inspired by how quick they rose to fame. Not to point out, they started just a couple more months earlier than when we started production.
Where do you see yourself and the brand in 1 year and 5 years?
The brand has gone it’s first year just recently. We had the vision of having a more spread audience before and that’s what we have now. In 5 years, we see the brand still going strong. Perhaps, more indulged in other countries outside of United States and being part of the many recognizable streetwear brands.
In 5 words or less describe your brand?
Brand for the sick minded.