East to West with Rich from All The Right...

I had a chance to chat with my home town homie Rich from "All The Right" in Corona Queens. They are on the Left coast right now gearing up to make ATR bi-coastal,... peep the science:



When did you start at All The Right (ATR)?
I've been a sales rep in the urban sector of the fashion game since 2002. I was brought into this world by Ruben Campos, owner and founder of Azzure Denim. Originally I was with Indigo Red and eventually developed an interest in the retail aspect. Retail allows you freedoms that wholesale does not. All The Right has been my local shopping destination since its creation in 1998. As I grew into my own business wise, George from All The Right and Moonshine took an interest in what I had to offer and in October of 2005 we officially began our partnership soon setting out to build our Los Angeles store which will be opening soon under the name Private Stock, a high end mens and womens shoppe.

How long have you known Moonshine (creative director)?
Moonshine and I are actually high school friends. While he was on tour with the Beatnuts, I was sharpening pencils and studying quadratic equations. Now we're both at this point in our lives...I think I got a raw deal...

What do you do for the store?
I am 1 half of the buying and creative control and also serve as the business machine behind this thing of ours...

What prompted you to go work there?
Freedom, 'nough said...


What are some of the perks of working there?
Local crackhead deals: Getting $2000 cameras and laptops for $300. Groupie love....



What are the benefits of being bicoastal?
1. knowing the difference between son and dude
2. the direct benefits of telling ny girls that you live in l.a. and telling l.a. chicks you're from ny
3. knowing how to roll swishers and phillies
4. understanding that l.a. is like heaven but that n.y. is like sex..(need a check for that one)
5. knowing the different kinds of mexicans


How is Cali vs Queens? Pros and Cons?
Cali is slow...everyone is relaxed...no one works...weed seems to be legal..weather is always great...it also makes u feel like you're always on set, like you can kick down building walls and be on the set of The Wizard Of Oz..Strong Pro: Asian women

New York is noisy, dirty, overpopulated, chaotic and beautiful in all its glory...nothing quite like it...f*ck what ya heard, act like you know..Strong Pro: Its New York.


Since you see so much product from so many different lines, what are some of the biggest influences that you see in the market? What are some of the common properties in many lines?
The 80s have pretty much shaped the entire mood of the game as we know it today. The all over prints, snap back caps, varsity and m65 jackets, the fascination with skinny jeans, rugbys..all of these come from mid to late 80s urban culture. The color craze is common theme in most collections. Somewhere down the line, someone decided that matching wasnt relevant or socially acceptable and that looking like a transformer was to become the status quo. No offense kids..




What do you think is missing from the market?
I think originality is what is lacking. Too many designers are forced into thinking that there is a formula. Themes are over played and carried on way too far. As a designer, your loyalty should be to innovation, not to market trends, forecasters, or even to money. Design is expression. So I ask myself what a lot of these guys are trying say.. Andy Warhol would puke at the state of the game today. Its kind of like, "Hey!!!, Anyone want to choose popular hip hop quotes, add movie visual and make t shirts???? Streetwears hiring!"


What are some of the differences from being a salesmen for a brand and being a buyer for a retailer? How are both sides of the fence?
First let me state, both are fun and fulfilling. Being a sales rep teaches you to understand marketing, design, and the importance of distribution. Being a buyer teaches you to understand your market, helps you to structure your business to cater to that market and also forces you to understand margins. Being a salesrep is definitely more difficult. Chasing down retailers, keeping up with accounts, building an account base, making your brand relevant, and keeping your name in good standing with all of your retailers is tedious work. Buying is much easier but can be much more short lived if your eye is not turning in results. In other words, if you're under 7 on the cool meter, look at other alternatives within the business.

Do you think that any of the streetwear brands will be able to be rock solid like POLO?
Any streetwear brand that reaches the acclaim of a POLO will no longer be considered a streetwear brand. Look at LRG, they were skate to begin with, but a few dollars get made and you're no longer "cool". Cool wont pay the bills though. Scott at LRG sure can tho. Ha ha ha...


What item do you think will be an instant streetwear classic that you will be able to pull out 10yrs from now and still be fresh?
The handkerchief .. what a prank.



What brand do you think will be the next big thing?
Collection from Los Angeles called The Magnificent Few, certified excellence. Still under the radar...

What do you think in your crystal ball will be the hottest trend for the summer coast to coast?
Look out for half man Gumby hair do's, fish net tank tops and ninja turtle watches.. shout out to Mayor Quimby and Ghostfaces rhyme book

What is a jewel that you would like to share about the business for any and all that are thinking about starting their own brand?
The right salesman could make you...



Tell a friend 2 tell a friend so we can BUILD!!!