Throughout our early years, we always get asked ‘what do you want to be when you grow up?’ It starts out as a fireman, police officer, doctor or even the more exciting SuperHero. But as we grow older, it becomes harder and harder. And although those answers may stay the same for some people, it’s not like that for everyone.
For me, I still had no real idea what exactly I wanted to do, even when Year 10 was over, Year 11 was just around the corner and it’s about time you realise what it is you want to be doing, and choose the school subjects that are going to point you in that direction. But heck, I was 15 and didn’t know what I wanted to eat for lunch, let alone what job I wanted to do for the rest of my life! So I just half heartedly picked some subjects that seemed cool, and that I thought would be fun. I knew a couple of things that tickled my fancy… but the one thing that stood out was Visual Communication. Marketing, drawing, designing, that was what I found myself doing in my spare time, and this is what I really liked.
The time for putting in Uni preferences seemingly snuck up on me, and although I had figured out what I wanted to do roughly, I still wasn’t 100% sure, and leaving my preference choices to the last minute was not the ideal scenario. Luckily, I managed to get myself into a Cert. IV in Graphic Design which then lead on to doing a Diploma. During this time, there was numerous tasks of coming up with a brand or company, designing the logo, creating advertising and promotional material plus anything else necessary. It’s exactly what I wanted to be doing. I was so into designing and wanting to learn lots and go out of my way to take everything on board, so I asked my favourite magazine if they would take me on as a ‘work experience’ kid? Wake Magazine took me on for a couple of weeks, where I learnt a shit tonne and it helped with my studies. As luck would have it, I was coming to the end of my Diploma, and it was coming to the pointy end, a super nervous time when it was hard to find work, but luck was in my favour and Wake Mag (Pepper Publishing) asked me to come join their team full time!
What a dream job… get to look at dope pictures on the daily, watch videos of my favourite sport for work, meet pro riders, free slabs of Red Bull delivered to the office, this was awesome! But even though this job was so damn dope, I still found myself sitting and dreaming and designing my own little logos. Ever since a local guy that was a few years above me in high school had started up his own clothing label (while I was still in high school), I knew that I wanted to do it. I would sit and draw T-shirt designs for him in my spare time, study breaks at school became time to draw, so it was bound to happen, surely!
But I never did!
DAF Apparel came to implementation in 2012. The name DAF came to me and it stuck. It struck a nerve. So I sat down after work one night, sketching out some logos and ideas. This went on for weeks until I came up with something simple that I liked. The next progression was to make the digital version. Originally it started out as DAF Threads and the logo was finalised. I was happy. I was ready. Until I wasn’t!
To be continued…!