NDO*Podcast 057 – XEIST – "If You Know, You Know"
This is a snippet from Episode 57 of the NDO* Podcast with XEIST, a Hamilton-based fashion, design, and lifestyle innovation company aiming to shift culture by means of thoughtful, future-ready design made today. We chop it up about streetwear culture, design trends, and how the brand came to XEIST in the first place.
Ryan: When I’m designing something, be it a logo, a brand identity, or a poster, I’m always thinking:
Is this timely or timeless?
XEIST: I get that. See, the timespan in human history goes so far back. I mean, far, far, back – all the way to Egyptian days, pyramids, etc. At this point in time we might dress a certain way, but 3000 years down the road it’ll be different.
With XEIST, I want to be able to leave a mark, or tell people what our generation dressed like through our designs.
R: I know Kanye has said said some crazy shit lately–some of it sensible, some of it not–but he talks about the same thing idea [of timelines in human history].
“What if in another lifetime I had a robe on as a God? What if 1000 years from now we’re wearing mechanical suits?”
Everyone thinks he’s crazy, but I don’t think he’s actually that far off. He’s actually referencing films like Akira, Ghost In The Shell, and the Egyptian history we spoke about. If you know, you know.
X: That clicks for me, because it’s a huge fact. If you don’t know or are confused, ask someone who knows. If you know, you know…you know?
R: Definitely. A lot of people will give Kanye shit, and some of it might be deserved, but I definitely encourage people to dig deeper beyond surface level banter. Look at the influences he’s mentioning. I mean, Kanye has been posting visuals from Akira for a minute, and other references to space and history.
On that tip, what sort of visuals do you think of when you think of XEIST?
X: I think I like people being able to give their input – it’s a culture movement. I want the culture to be able to talk to me and talk about what they want. I think we know what the culture wants to wear. It should be collaborative.
R: I know that Yeezy aims to have different arms and divisions in technology, the non-profit sector, etc. Do you think of XEIST having the same type of structure in future?
X: Yeah, very similar! I know you talk about XEIST as streetwear, but it’s more then that – it’s a design movement. It’s lifestyle innovation. We also do uniforms; we also want to design water bottles.
Once you know how to make things people like, you can’t just limit it to streetwear. Because then you’re limited. I can make other things that help [people], like uniforms and water bottles.
R: That statement reminds me of when Kanye had the first Zane Lowe interview years ago. For so long he was a rapper/producer who wanted to apply his taste to other things and the industry looked at him like he was crazy for wanting to try.
He was boxed in by the idea of being a “rapper” or a “celebrity”, but his level of taste could be applied to multiple things that could help humanity. And I mean, if you look at what Yeezy is doing now…
X: Totally. Before, it was like the creative was buried by labels, corporations, expectations…now, the creative has so many platforms to create what they want without any backing. I can make a uniform, or a water bottle, or anything with these ideas.
*As an aside, I really respect XEIST for doing this interview. The brand is comprised of creative individuals who are more privy to doing and creating vs. speaking in public forums; in fact, Gary Vaynerchuk was a part of the reason XEIST decided to speak on the podcast through his “if there’s a platform, go speak on it” mentality.
I’m more shy than people think and I also prefer creating to speaking, so I get it. And for that reason, salut to XEIST for being on. ㊙️
To listen to the full episode, hit the link here. 🚀