Deep Dive with Mr.Tariq [RICHMOND HOOD CO.]

Copy of _DSC8945.jpg — MR.TARIQ
— Richmond hood co.

***【RICHMOND HOOD COMPANY】*** is a boutique sneaker and skate shop, and apparel brand, based out of Staten Island, New York. A longtime staple in the Staten artist community, Richmond Hood has long been helping local artists and businesses through sponsoring activations, hosting events, and raising awareness to issues such as climate change. We caught up with the homie ***Mr.Tariq****, creative partner and brand manager of Richmond Hood, to talk about the shop and the state of street culture and community.*

What does it mean for Richmond Hood to rep Staten Island, New York?

I love representing for Staten Island because we are a part of the best city on the planet. NYC! We have been underrepresented for so long & it feels like there is a new sense of prideful energy traveling throughout the borough. This makes me smile because Staten Islanders are New Yorkers indeed!

You guys put a lot of effort into sociopolitical and ecological issues, at a very hands-on, community level, for a long time now.

Indeed. We knew our biz could serve as a platform.

Why is it so important for Richmond Hood to engage on topics like these?

We feel it’s important to [ROCK THE BOAT] in a world where people are often told not to! Particularly on matters that are important & affect us all. When we were working on the Hurricane Wu mural, many folks came to us saying the artwork is “pretty & colorful, but climate change isn’t really a thing”. It was typical & kind of expected from some Staten Islanders.

T-shirts often speak messages for the person wearing it. We feel the same about the community around us. Use public space, t-shirts, & art to help spread messaging as well as connecting with others who may relate. Beyond helping you look good, we want to make sure you can feel good knowing there is more than just a t-shirt on your back. There is a message, a movement, a matter. You are part of something greater than any one of us. It seems a bit much for many to comprehend. But when we train interns & staff, one thing we say, if we were a jewelry store... these t-shirts would be our diamonds.

Graphics tees, hats, and sneakers on the shelves, people hanging inside a skate shop, street art, even the music you guys bump in the shop…You guys are what I remember streetwear to be at its peak.

It’s what I remember too! Early with the PNB brand. Loved them. 555Soul.

What’re your thoughts on the state of streetwear and street culture today? Did it transcend its own label?

I believe street culture will always resonate throughout today’s fashion space. Streetwear has shifted & has blurred lines nowadays. I do believe streetwear has transcended its own label. It will continue to do so as long as the streets continue to influence fashion from the corner to the runway.

“if we were a jewelry store... these t-shirts would be our diamonds.”

How did Richmond Hood start?

Before we had RHC, my same team had a pretty neat design studio for about 8 years. We even worked on Ancestry.com BEFORE if was Ancestry.com (AfricanAncestry.com). Our friends from Howard checked us for this project. We were doing all these cool projects and felt the need to do some cool shirts for our borough! Like WTF, Brooklyn can’t have all the cool t-shirts & shops. My team felt that same vibe so we cashed in some checks & favors to get I all started. BTW, during this time I also got hired as an MTA bus driver (No one knows this) but decided to follow my [DREAMS] instead. To create with & connect with our community... around the world. Happy about the choices I have made in life.

How did the name come to be? Were there other strong contenders?

That was all Mike Alvarez! He is a beast. We were also going to go with BRICK MELON MARKET. Brick Melon like ... hard head… those two were top. We are all hard-headed creative dudes who push all the boundaries and rock the boat as often as possible. Hoping the people will rock with our rock.

How do you go about conceptualizing new products?

I throw a bunch of creatives at my team. Ones they feel good about, we cultivate & try and get a solid design in place. Not everything has been a hit. But super thankful to have more hits than busts. We have enough concepts for the next 5 years & are slowly cultivating marketing & designs. We are getting better at this. We always wanted to be a classic brand that stands the test of time. No hype or anything artificial. That’s why we are not yet a household name, but we will be.

What was your first hit, and do you remember what your thoughts and feeling were at the time/now?

Our first hit was the Mike Shane “Protect Ya Neck” collaboration. But still, super local. No one really knew us. The first National hit was the #KennedyClass t-shirt. JFK wearing a pair of Ferris Bueller Dunks. That hit for us. Online sales all over the country. When those pieces hit, it felt like we were on the right path & growing at a nice pace. Tweaking production, marketing, and product fulfillment.

On the flip, what was the most challenging moment?

Hurricane Sandy was by far the most challenging time. Our entire borough was shut down. No one was shopping. We struggled in every capacity. Still relatively new to retail, we felt as if we couldn’t catch a break. It took us two years to recover from Sandy. Crying and dying inside while holding ground & maintaining a positive outlook on life. This store has tested me in every way. And I’m thankful for all of it! Steel sharpens steel.

You guys have a unique approach to collaborations. What do you look for in a collab?

As for collabs. They are super important. Creatives working together, whether artistically or socially, usually results in something refreshing & new. When we collaborate with artists the main things we try to identify are passion, aesthetic, courage, then business approach. These things must align for a harmonious & impactful result! We have a brick and motor shop for 10 plus years! We have seen brands come and go over the years & we try and maneuver through the streetwear & cultural scene as low key as possible.

Thanks for spending some time to chat with us.

Thank you for the awesome questions. #Teamwork Makes The Dream Work