KC : Kevin Cheesman / Lb : Lustralboy
Lb : When and why did you decide that you wanted eventually to become a fashion entrepreneur?
KC : I lined myself up for work in government and always said one more fun job before a serious job and a long the way I ended up becoming a buyer, brand manager and now brand owner. Passion will always drive you to where you're meant to be. Failing that you can always sleep your way there.
Lb : In retrospect, what was the greatest challenge you faced in launching the CURB brand?
KC : Time involved in learning the craft. I never set out to have someone else do things I didn't understand - I wanted to understand the whole production process. It's the only way you can develop improvements and also make sure your own value are shared - it was important to me to manufacture using cleaner energy and have no colour testing on animals.
Lb : From where or from whom do you get your inspiration?
KC : Well, I'm slightly off-centre and creative naturally; I have a collection of ketchup from around the world! Living in London is also a really outstanding source of inspiration.
Lb : There are so many underwear and sportswear brands in the world. Why might we choose Curb?
KC : I'm full of surprises! My next range will shock and then make you laugh - it's something you just have to have one of in your undies draw.
Lb : If we ask you to recommend a Curb product to our readers, which one would you choose. And why?
KC : Gym gloves! Its an untapped area and exciting to see when guys swap boring black foam padded gloves for a more colourful gel grip.
Lb : Which of your competitors do you most admire and which do you most loathe?
KC : I worked for aussieBum for over 3 years and admired the boundaries it broke. It allowed me a creative outlet and I coined the whole WonderJock idea as well as the Glow in the Dark undies. As for loathing, I have little respect for companies who watch and copy others. it really lacks imagination.
Lb : How would you describe your own sartorial style?
KC : I had to look that word up! I choose a style that fits someone who does some form of exercise and wants gear that enhances that hard work. I'm something for someone, not something to everyone.
Lb : So if you could invite a male celebrity to be the brand ambassador, who would that be?
KC : Mark Wright. He looks like he has a big ding dong!
Lb : Do you expect to grow solely through online sales or is there a retail outlet in the pipeline?
KC : Right now I'm focusing online - it's a great buzz packing the orders and including some surprises and then sending it off.
Lb : Any plan for collaboration projects? Lustralboy, maybe?
KC : Let's do it! I'm up for collaborating with individuals with their own flare.
Lb : So you've got the brand, got the products, what next for CURB?
KC : Right now I'm overly excited about the next range - it will create discussion and reveal a lot about a person's identity.
Lb : Great, Kevin. Thanks for sharing. Readers, don't miss our earlier story here.
To SHOP and know more about CURBwear. Visit their website : www.curbwear.com
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