Senseless

Streetwear Update by Alex Young

If you want to get in the game, move to further your product.

In 2011, Jake Sullivan walked into a local Pittsburgh clothing store called Timebomb. He bought powder blue Wiz Khalifa Taylor Gang Bombay Gin Cup shirts and sold them on eBay.

His enjoyment of clothing turned into a budding apparel and media company in 2015 that he operates with Steven Crump.

At the Make Sure You Have Fun Mixed Threads clothing fair in 2017, Crump and Sullivan were selling their own brand Good Sports. Even cooler, the experience came full circle because Ryan Brown, the designer of the Gin Cup shirt that Sullivan had bought years earlier, hosted the local streetwear market.  Another local apparel brand that was at the Mixed Threads market was Reviving Real.

Owners of Good Sports Jake Sullivan (left) and Steven Crump (right) | photograph by Alex Young

Owners of Good Sports Jake Sullivan (left) and Steven Crump (right) | photograph by Alex Young

[People could have] Pittsburgh clothes for the whole year if you look into it.
— Jake Sullivan of Good Sports

S.O.S.I.M.O. pushes a new T-Shirt concept seemingly every month. The brand drives demand for the product that sells out quickly as designer Ivan Rodriguez of Pittsburgh's east side, known as smoke.myth on Instagram, deals his shirts in person first and then off the Internet second. The gray SOSIMO Sluggers joint sold out in 21 hours. S.O.S. limited product only leaves the community trying to find more of it.

Now, Good Sports, Sports for short, Reviving Real, SOSIMO and more are examples of an emerging streetwear culture in the city.

Screen Shot 2018-07-01 at 4.09.12 PM.png
To have a brand you have to have people know the feeling. You want to make it have a meaning.
— Steven Crump of Good Sports

I asked if either of the Good Sports partners skates because that’s the feeling I got looking at their collections, like the Exordium run. Turns out, only Crump skates, but the love for culture grew from the two’s fondness of Nike SB sneakers back in seventh grade, P-ROD 2 specifically. That’s how they conceptualized “how everything ties together, the shoes, the clothes, the music,” Crump said.

Black and white monochrome tees with characters like Fidel Castro and Malcolm X's meeting in Harlem or Felix the Cat show the tone S.O.S. The archived culture is serious and familiar. The strongest of celebrated human history survives in the fabric of SOSIMO.

For Mike Caraballo, the founder of Reviving Real, his company succeeds because “a lot of us share a genuine love for what we are pursuing, as well as the culture of the city,” he said.

Sports try to support the culture too with a goal to “get more involved.” The 23-year-old Bethel Park and Wexford natives in Crump and Sullivan conduct an interview series called Pittsburgh Culture showing the energy coming out of the creative scene and “the ones behind it all.” Musician Linwood and thrift store owner and barber Zed have segments.

Caraballo noted clothing brands in Pittsburgh aim to help communities of local artists. They “are doing the most to not only serve the people with quality products but continue to help push the culture and arts here in the city,” he said.

via @Shop412 on Instagram

via @Shop412 on Instagram

Aaron and Christian Kinkela, the brothers who operate the legendary Pittsburgh lifestyle label named after the city's 412 area code, said in a 2014 interview with ITR, "A lot of what we do is supporting the local economy with anything whether it's local seamstresses or local printers. A lot of things happen right here. That's another part of giving back and doing what you can to keep the money in this town."

A local online publication and conversation series called Style412 ran an audit on Pittsburgh’s fashion scene throughout 2016 and 2017. Style412 founder Elysia Newman mentioned authenticity attracts customers to a local business.

Consumers of this generation are placing value on immediacy, practicality, authenticity and the ‘small shop’ experience.
— Elysia Newman of Style412

With each clothing collection that Reviving Real releases, a music mixtape with highlights from Steel City hip-hop, other musicians and cover art by a local visual artist accompanies the release. “We like to curate sounds from artist around the city that we see working hard and putting that time and effort into their craft,” Caraballo said. “Vol. 3” of Reviving Real’s music compilation highlights this aspect through songs by My Favorite Color or Sierra Sellers. Reviving Real's latest "Idora" T-Shirt was a collaboration with artist Dalton (@lovedullt) that celebrated the Idora amusement park roller coasters. By branching out, Reviving Real roots itself to other communities. “The artists here can see what everyone else is doing and create connections with fellow artist,” Carabllo said.

Dalton's design for Reviving Real's "Idora" Tee

Dalton's design for Reviving Real's "Idora" Tee

Additionally, people have been receptive to Sports, obviously, we love our teams, but the Good Sports kind message and general aesthetic promote quality. Crump remembers local rapper Mars Jackson being the first notable person to wear their clothes. Quentin Cuff, a.k.a. InnerviewQ, has also been seen wearing Sports. Musician Benji wears his Doc Ellis T-Shirt that celebrates the Pirates baseball legend.

Part of creating a clothing label is selling a lifestyle and that’s what Good Sports does with their Pittsburgh Culture series and that’s what Reviving Real does with their showcase mixtape. SOSIMO does the same with reverent graphics.

“We are seeing an emergence of online lifestyle brands (versus the traditional boutique), which is definitely something new to our city,” Style412’s Panda said.

Although, vintage thrift shop Senseless in East Liberty creates an atmosphere people want to shop in by curating special experiences. For instance, Senseless, along with the help of craftsman Stew Frick, will release Nike Air Force 1 with the Swoosh donned by repurposed leather from Louis Vuitton handbags on July 6. Three different velcro LV Swoosh and colorful laces come with the sneaker.

Photographs by Tyler Calpin

The Sports’ lifestyle clothing, which is sold online at www.goodsportspgh.com and once at One Up Skate Shop and Shop Zeds in Pittsburgh’s Southside, isn’t trying to be in your face with its simplistic designs.  “A lot of things are just overdone now,” Crump said. He mentioned the We’re Proud long-sleeve shirt comes from looking at old ‘80s and ‘90s Sports Illustrated. Garments like polos and quarter zips highlight the ranges. 

[Make] moves to further the product.
— Shop412 in a 2014 Interview with ITR

With limited quantities in each Sports collection, “we focus on every little detail because they all matter,” Sullivan said. Patience helps them, as the business pays no attention to typical season-by-season collections.

Down the line, Crump and Sullivan hope to grow into a brick and mortar store, much like Shop412's store on the Southside, to build a Pittsburgh foundation.

As more clothes and culture stem from Pittsburgh, especially as native designers like John Geiger, Aris Tatalovich and Makayla Wray put on for the city in big markets like New York City, it just depends on "how it all gets put together," Crump said.


Portions of this article come from an ITR article written about Good Sports on April 4, 2018, to create a more thorough conversation on the streetwear scene in Pittsburgh.

 

Review Party for Commendations by Alex Young

Press Party for the progressive and youth people of Pittsburgh

Review Party Photos via Rieko Copeland and Charles "Teenie" Harris

Review Party Photos via Rieko Copeland and Charles "Teenie" Harris

InTheRough writes to cover news stories regarding lifestyles like apparel and music. Topics include culture so the ITR articles speak to more than just art and creativity. Life is in the text, and all that life hits the pavement on January 12, 2018.

At Senseless's spacious showroom, InTheRough, along with Jenesis Magazine, will Commend a community of people in Pittsburgh who move and shake, create and incubate. The Review Party for Commendations 2017 celebrates the energetic, different, and young voices of the city with drinks and new music you have fun with (sample the crazy playlist below for a taste of who we play). Allow the party and Commendations to stand for a culture based on fair representation and an enjoyment of creations and practicality.

5124 Penn Avenue

Pittsburgh, PA 15224

10 p.m. - 2 a.m.

free entry | drinks provided

Senseless Moves to Penn Avenue by Alex Young

Javed and Rome Watson of Senseless | Photographs by Alex Young

The last time customers stepped inside of the streetwear boutique Senseless, the shop was tucked away on Pittsburgh's North Side. It was a "start" for Javed and Rome Watson's entrepreneurial venture.

Bigger aspirations and a larger inventory pushed the brothers to a new location in the heart of the 'Burgh's culture scene, East Liberty.

Senseless now sits at 5124 Penn Avenue. Penn Ave will be an asset to the shop for foot traffic and "different events for First Fridays," Javed said. "We can throw parties outside" on the back patio, Rome said.

"We don't want to limit ourselves. We want to be in the forefront pushing shit," Javed said.

Consumers can find Bape, Guess, Tommy Hilfiger, Jordan, Supreme, and more clothiers in-store. VIntage finds also feature on the long T-shirt and jacket racks.

Photographs by Tyler Calpin

Senseless can offer more with a sizeable showroom. It's big enough for a fish tank. To premiere the new shop, Senseless hosted a Halloween party on Saturday, October 28. Javed, who doubles as businessman and rapper, performed along with hip-hop acts Linwood and DJ Jaybee. Photographer Tyler Calpin shot a lookbook with some of the items for sale in the shop. His prints hung on the tall walls.

Shop Senseless Monday through Saturday from 12 to 6 p.m and Sunday by appointment only.

Sense the Culture at Senseless by Alex Young

Rome and Javed of Senseless - photograph by Alex Young

Rome and Javed of Senseless - photograph by Alex Young

"It's a barbershop vibe," Javed said of his Pittsburgh-based clothing store, Senseless. He owns and operates Senseless with his equal, younger brother Rome. An attention to community adds to the store's curated shopping experience.

The last time I was at Senseless, Linwood, a local hip-hop artist, stopped in with his crew to chop it up with Javed, who is also a figure in the 'Burgh's rap community. Moments later, Rome's Tidal music account displayed on the TV in the back of the shop next to Kermit the Frog's Supreme portrait, ill beats from Kendrick Lamar's new "The Heart Part 4" played to fresh ears. We talked about Kendrick sending shots at Drake, stopping the Canadian's momentum.

Senseless' atmosphere works for streetwear consumers and as a spot to hang out with people who can relate to each other. "People like us, people that respect things," Javed said.

Shelf at Senseless

Shelf at Senseless

Additionally, vintage apparel and premium brands, like Guess, Jordan, and Supreme, attract informed shoppers. Casual run-ins with creative modern mavericks, shop talk about sub-culture heroes like vintage wear miners Round Two, and overall appreciation for popular media and entertainment makes Senseless a destination for youth in the Steel City.

Taste with clothes and taste with music go hand in hand. Pop culture, bro.
— Javed

Natives of the Hill District, 22-year-old Javed and 20-year-old Rome began pushing their stylish tastes with sneakers. Throughout their teenage years, they sold retro Jordans on eBay and Instagram. Their online inventory made Javed and Rome relevant clothing vendors, and their interests in hip-hop from the '90s and early 2000s made their clothing selection much more refined.

The brothers had the idea for a brick and mortar store in the late spring of 2016. Authenticity features as Senseless' best asset to complement their clothing collection.

"We aren't in it to make money. We are just trying to change the culture and bring something different to Pittsburgh," Rome said. "That money shit is going to come and go. We want the connections, knowing people around the city," Javed continued.

People who frequent or follow Senseless become familiar with a local network of like-minded people. Javed introduced me to some members of his Serene rap collective when songs from Retrorosser and Jet hit in the background during our initial interview. The store's Instagram account features various photos of proud buyers of hip clothing. The photos clearly identify Senseless' youthful target market.

"You gotta understand the market and create a melting pot for other artists," Javed said.

Another way how Senseless capitalizes off the young market is with their prices. "If you don't shop with us you don't have any sense," Javed said. "No store in the city can beat our prices for what we offer." Don't be senseless and buy thousand dollar Yeezys from other consignment stores in the 'Burgh when you could get them from Senseless for a few hundred. "We don't want to play with anybody's money," Rome said.

While Javed and Rome conduct smart business sense, they are role models for young black minds in the city because they prove to individuals that "we can own shit," Javed said. By owning their own business, they advance the mindsets of "normal niggas our age who come through the store and just think we work here."                  

Although the boys find a sustainable business at their North Side location, they are looking to move the Senseless storefront to areas like Downtown, East Liberty, or the South Side. They want to attract larger foot traffic and have a larger space to host events that would complement the future Senseless Records.

For now, Javed and Rome can hang their hats on creating an atmosphere that connects people with real appreciations for popular culture. "Everybody looking for Senseless," Javed said.

Senseless

901 Western Avenue

Pittsburgh, PA 15233