In this edition of Care Label we catch up with Robert Ackroyd as he breathes new life into one of the first streetwear brands we were ever aware of.
We talk Ellesse boots, bomber jackets and channel our inner Harrison Ford circa 1980…
What did you want to be when you grew up?
From as early as I can recall I wanted to be a film director. It’s a complete fluke I ended up playing guitar for Florence.
In your own words, how would you describe Dready?
Dready is a brand I remember from year 7 at secondary school. It was 1994, Grunge was over, and all the cool older kids were into jungle and selling their own mixtapes at school. And it was those kids that had the Techics record bags, Ellesse boots, and Dready bomber jackets. Anything else was just market gear.
That’s exactly how we remember it. My friend’s older brother used to rock your threads and I was always very envious. He even had the Ellesse boots and Technics record bag! What made you decide that now was the time to bring it back?
Dready didn’t ever really go away strictly, it carried on, but as with all circular trends in fashion, the 90s have seen this resurgence in cultural influence. I happened across the brand about a year and a half ago and it brought back all this nostalgia.
In the past street wear has been the domain of American labels. Why do you think this is?
I think it’s down to authenticity. Street wear culture is synonymous with hip hop culture which, of course, is very much American. They also have the market for it so brands tend to enjoy broader success.
Do you consider Dready as ‘British’?
Well Dready’s founding fathers are from Jamaica by way of Birmingham. It’s more of a one World kind of spirit.
What sets you apart from the competition?
Our history.
How would you describe your own personal Style?
I’m going for the 1980 Harrison Ford look.
Where do you shop for threads?
Nudie jeans, Spring Court pumps, Polo shirts.
What’s been your biggest fashion faux pas?
Bootcuts.
What are you obsessed with right now?
A record called ‘Exuma, The Obeah Man’. It’s by this Bahamian musician who made freak folk music in NY in the 70s, and practiced Voodoo on the side. It’s beautiful madness.
What’s your vice?
smoking
What’s the coolest thing you own?
Fender and I just designed a one off guitar for me. It’s this relic’d powder pink Jazzmaster with matching headstock. I’m stoked on that right now.
What’s the best piece of advice you’ve ever been given?
* If you can – do. If you cant – don’t worry.
Wise words.. What do you collect?
Records.
What’s on your radar right now – (music/film/labels/restaurants)?
Music – a producer called Lil Silva, a young man from Bedford who makes incredible electronic music. He’s been working with Banks, Lily Allen, Sampha, etc…
Film – TV show called Delocated. It finished last year. Totally unique comedy about a family man in the witness relocation programme who is filming his own reality show. It’s the best show ever made.
Restraunts – Errm
What do you think will be the key trends that we’ll see?
I have no idea. Maybe popular culture will be emulating the 2000s, and people will start dressing like Chris Martin 🙁
What do you want to see happen in the future?
We’re going to expand the line. We’re going to continue to release unseen artwork from our original and supremely talented artist Robert Sidlauskas. Those OG bomber jackets will be back too.
Thanks Robert and an even bigger thank you to Robert Sidlauskas for creating the original artwork that spawned Dready as we know it.
Scooch on over to Dreadybrand.com and take a peek at their current stock of goodness x
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