Tee Hunter recently got the chance to speak with Jonathan Kruse founder of the new and rather awesome Shred Clothing. With great quality, exceptional attention to detail and a dark side that should appeal across the board – Shred products are well worth covering your naked body with. I know this first hand and am a proud owner of this particular Shred shirt.
TH: What is your background and how did it lead you to where you are now?
JK: I graduated college and majored in graphic design. I had a job in entertainment advertising for 2 weeks before I got laid off. This economy sucks for having a graphic design job. Then I joined emptees and decided to take the plunge and be self employed. I started my first clothing company Mediocore over a year ago which does pop culture shirts that have a big idea behind them. A couple months ago I launched Shred and we are just trying to hit the ground running. We started a sister site called shrednews.com and that has a bunch of interviews and reviews of bands.
What inspired you to start Shred?
JK: I looked at Rocket, DCMA, Dekay, Electric Zombie, Zombie Liquorice, and of Rome and said I can do that and I can do it better. All the art we’ve done for shred has really blown me away, I’m happy with everything and the future is limitless.
TH: What do you think your experience and your time with your “How to start a clothing company” blog has allowed you to bring to the tshirt brands table with Shred?
JK: I would have done all the same things with or without my How to start a clothing company blog. Now other people can learn from my knowledge with the site.
Which designers are you yet to work with but really want to and why?
JK: Dan Mumford tears it up but he is a little pricey for us right now. I’m not saying he isn’t worth the money, just that I don’t have that money to give him right now.
Also Nicolo Nimor does really amazing work I just felt like he is still growing right now as a designer. I’ll get him to do a design soon.
TH: What is your vision for Shred long-term?
JK: Grow Shred News. Go to all the big music festivals. Get into some big stores. Sponsor bands I love.
TH: How do you aim to achieve that vision?
JK: We are already on our way to getting all of those done. Making all of these kick ass t-shirts has gotten us noticed by a lot of people. We are sponsoring Protest the Hero, Vanna, Conditions, and there are a couple others we’ve been talking to. I am going to be at warped tour next week to scope everything out and plan for next year. I am going to meet up with some stores on my next trip to SF. Also Shred news is growing every day.
TH: What tips would you give to aspiring designers and wannabe brand owners?
JK: Sometimes it’s not what your selling or how your selling you just need to get traffic to your site. The first shirt I put up on my Mediocore Clothing line was my Missing Turtle shirt and I didn’t get a sale for a month. It didn’t have anything to do with the design I just didn’t have anyone seeing my site. Now it’s one of my best sellers. I took it to a craft show and sold out of all my stock.
TH: What is your personal favorite Shred design (so far) and why?
JK: I’m really liking the new mummy design (pictured above). It was up for voting at DBH and never got picked up so I worked with the artist to do some text and add on more stuff. I think the new design is way hotter than the old one.
TH: What other brands do you follow closely and why?
JK: I’m always following Electric Zombie, Pyknic, Glamour Kills, Linty Fresh, and Seibei. These guys know how to connect with their fans and there’s a lot I can learn from all of them.
TH: What can we expect next from Shred?
JK: More shirts, new website, more sponsored bands. I got a lot of stuff in my head waiting to come out
Big thank you to Jon Kruse for his time! Be sure to check out Shred Clothing.