READY TO DIE is a young Mexcian brand celebrating the country’s rich culture by creating slick streetwear for their youth. SLEEK spoke to designer Adrian Fierro Lara about his label’s extreme shapes of their sunglasses and its sporty/sci-fi aesthetic.
SLEEK: When did Ready to Die come to life and what does it stand for?
Esteban Tamayo: The brand started in 2015 and it stands for the Young, doers and México.
Is there any meaning behind the name?
RTD® refers to an attitude of the new generation. We are experiencing a society of DOERS – people who live in the present and enjoy the moment.
What was the inspiration for the latest collection?
The inspiration was the young Latin culture, some subculture, their way of dressing and music. We looked at daily life too – for example at Mexican school uniforms. The collection was also an approximation of the nineties representation of the future, the cyber world and hackers. We collaborated with sneakers brand PANAM to create our own pair of shoes. We also teamed up with Jaime Ruelas who designed our own Sonidero logo.
The catwalk features a versatile mixture of models, can you tell us a bit more about the casting?
The casting director was Maria Osado. She combined street casting with models from Guerxs agency which is challenging and redifining beauty standards in Mexico. We also invited Alberto Figueroa and his girlfriend Aleena from Los Angeles to add a taste of chicano culture.
Was there a shift in direction between your last two collections?
Yes, the last collection was made exclusively for the fashion week in México. It was produced in a short time and it was more about experimentation and a practical approach to street wear. It gave us the chance to put ourselves outside the box and collaborate with great people.
What do you think about creative industry in Mexico?
In Mexico’s creative scene the resources are limited and fashion industry is still very traditional. It is hard to get in, but there is a whole new movement of young creatives (for example Barragán) who are redefining the industry standards. Couture is very rare here, clothes respond to a very practical way of living.
What are your further plans for RTD?
We want to become a worldwide brand, collaborate more and show Mexican talent. We have plans to open a pop-up shop in New York soon too.
READY to DIE’s latest collection will be available to buy here.