:: Attic Online ::

Name: Javad Orleans/Joe Navran

Vendor/Company/Brand: Franco Shade

Years Around? 5

Where is your company based? Orange County, CA

How did the name, Franco Shade, come about?
It was always called Shade at first, but didn’t really ever have the effect I wanted. I went down to Miami one summer to stay with my friend Frankie this Cuban kid from South Beach and I kind of just made the change there.

Do you guys have a brand philosophy?
We just wanna try our hardest to make good stuff, we have a lot of competition and every season could be our last. We know that we have to stay ahead and bring ill stuff or else people will turn real quick. We don’t try and jump on bandwagons and claim industries were not a part of. It seems every brand is filled with skateboarders who don’t skate because it’s the “cool” thing to do. We don’t claim to be part of any scene or culture, we just try and make clothes people will enjoy wearing.

Blondes, Red Heads, Brunettes, or Black Hair?
Asian Girls

Are any members of the FRSH Fam heavy into sneakers? What is your prized piece and how many you got?
Honestly everyone at Franco but me is super, or was super into it. They taught me a lot, I grew up a mega hoop head so Jordans were obviously big to me. Before I met all the Blends guys I would go in there and buy random dunks throughout the years not knowing they were good or worth anything really. Then recently I had a couple of them tell me I had some ill kicks, but in reality I don’t know whats good or whats not. I know I really love my space jams, my grapes, and my irons. Tui and Chris have now sold most of their stuff but at one point when I first met them they had basically every hot shoe from Espos, Heinekens, blazers etc.

Would you be willing to floss your office or pad on VH1 or MTV Cribs?
We love Santa Ana! Why not, it would be nice to show a spot like Santa Ana to everyone so they can see the real OC.

If you had 1000 dollars to blow, how would you do with it?
Im probably a bad person to ask something like this. I blow 1000 dollars or more pretty much everyday. I mean as you may or may not know I have played poker for my living for the past few years and it has helped fund so much of Franco. The last 30 days I've lost over 20k online playing. So blowing 1000 doesn’t actually mean anything to me. I actually wouldn’t be excited at all if someone gave me 1000 dollars, I mean what can you even really do with 1000 bucks?

So tell me the truth, about how many % of your designs and concepts were done in a sober state of mind? I ask after I saw the cardigan hoodie lining…
Believe it or not I can not think of the last design that wasn’t made sober. As hard as that may be to believe.

What do you think of the term “streetwear”? Is it a legitimate genre or a generic label? Does Franco Shade fall under this genre?
Of course it is legitimate, and I think it is quickly being recognized on a larger scale. I’m not so sure if Franco falls under it, it is the closest thing to what we would consider ourselves with. There are lots of brands I see that are considered streetwear and I think yeah that’s really dope and I’d be happy to be compared to them, and then I see other brands that are called streetwear and you know, blah

In your opinion, is “streetwear” the new urban?
No not really, I think urban is still urban. To me urban is really disgusting and uncreative. There is definitely some of that in streetwear, but in general there is a lot of really great stuff.

How much % of Magic Show Las Vegas is business?
Some people say it’s a crazy party… I mean at night we do go a bit nuts, but during the day is nuts. We basically survive off of the two magic shows each year.

Does Franco Shade have a target market or can anyone rock the gear?
Ive seen so many different types of people wear it that I couldn’t even tell you the type of person who wears Franco Shade. A common trait most people who rock have is that they are a bit different than the norm, they like to stand out in a crowd but they don’t need or want all the attention.

Any plans for a women’s line? Plans, yes.

Any secrets or heads up you can give the anticipating Franco Shade fans?
We are opening a store front in Downtown Santa Ana in March.

I see Franco Shade as a brand that is maturing, constantly pushing the creativity envelope with their cut and sew designs. Is this the direction you plan on going with it?
We try to use all of our resources when making our pieces so that when you wear a piece of Franco Shade you don’t feel ripped off or cheated. We don’t make as much money as other brands do off of each piece because we don’t cut corners or look to use cheaper fabric.

Any brands you feel that are doing it out there or maybe some that are half-assing the job?
I think Triumvir and the Orisue guys are really making a name for themselves in Orange County and beyond. We all came into the scene around the same time and its fun seeing all your friends grow.

Any other interests besides running a successful brand and image?
Degenerate gambling etc.

I like to thank the family at Franco Shade for taking the time of putting up with my bullshit (I meant questions) and listening to my random ramblings. Big ups to their lineup and you can be guaranteed Franco Shade Holiday 07 will definitely be something to be anticipating. Look for Franco Shade products at an ATTIC store near you.