What's behind the name OntFront?
OntFront stands for: the fast life, new generation, rebellious and chic - hence the title 'Sidewalk Tailoring'. In 2005 we started a successful stylized clubnight in Amsterdam called OntFront, out of a passion for style. The concept was a mixture of raw hiphop and masks (masquerade). The word OntFront is a word pun. 'Fronting' is US slang for acting tough. So OntFront means; take off your front, be positive. We break rules by combining two opposites. We developed the label from our drive to innovate men's fashion and kept the name, because it covers the concept in the exact same manner: a mixture of tailoring, combined with our contemporary vision of the street.
What I personally love about your clothes is the visual display of some kind of paradox: Street wear meets clean cut, with a classic appeal. Is this reflective of the design dynamic between the two of you?
We absolutely reflect the design dynamic. I used to be a sponsored skateboarder, strongly connected to the Amsterdam hiphop culture. A little trouble maker. Liza was raised in the sophisticated Saint Petersburg, Russia with a stern and disciplined education. Her passion for fashion started at the age of eight. A little fashionista.
These two personalities combined to form the base of OntFront.
These two personalities combined to form the base of OntFront.
You describe your clothes as "levitating the soul". What makes OntFront clothing different from other menswear labels?
OntFront answers the question: how can I look sharp and keep a manly rebellious touch? How can I look neat and remain tough? This added value is what makes us unique.
We invest a lot of time in developing the perfect shape and cut, so once worn the feel and quality is outstanding!
We invest a lot of time in developing the perfect shape and cut, so once worn the feel and quality is outstanding!
Any chance that you might be levitating the souls of women some point in the future?
The ambition is to focus on mens wear first. The need for essential progression within mens fashion grows rapidly and we'd love to contribute to this interesting development. We believe men deserve the same clothing variation as women. Second stage will be shoes, accessories, gadgets, under wear, cosmetics and furniture. When this mission is accomplished we shall focus on womenswear.
You do a lot of collaborations with up and coming designers; any future ones you'd like to share?
We feature our colleague designers in our store in Amsterdam: OntFront x Friends. Such as Antoine Peters.
Liza is currently the one designer working on OntFront designs, to maintain our strong signature. We are open to collaborate with designers from other disciplines. For example our personal friend Simon Koop from Spyker cars. Collaborations always bring surprising results.
Liza is currently the one designer working on OntFront designs, to maintain our strong signature. We are open to collaborate with designers from other disciplines. For example our personal friend Simon Koop from Spyker cars. Collaborations always bring surprising results.
Where can one buy OntFront clothing in North America?
OntFront is exclusively sold in boutiques and warehouses in Europe and Asia. These are our current focus points for sales. All garments can be ordered via our web-shop, we ship worldwide.
Any plans for expansion to other parts of the world?
Definitely. We focus mainly on Europe, Japan, China, Korea and Russia, but we are also planning a trip to New York and Los Angeles to introduce our brand to the United States.
1 comments:
OMG the show was amazing!!
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