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ROBOT IS THE FUTURE is represented by three sections of the brain:
HARD WORK, CREATIVITY and HONOR. Some would say these things don’t go together. We feel like they can’t exist without each other. RIGHT BRAIN/HARD WORK This is the foundation on which we stand, a robotic work ethic is how we are built… period. We get it in! We go hard until the job is done, always. Growing up we figured out that nobody was coming to save us from anything. We had to learn how to adapt and survive. HARDWORK was the way… we still believe it. Just check the GHOSTFACE KILLA video for APOLLO KIDS. Its written on the wall. LEFT BRAIN/CREATIVITY Our collective comes from all sides of life… skaters, hustlers, musicians, scholars, filmmakers, designers. All sides with one common bond, a love for street life. No matter where we are now, we started on the streets. We created on the streets, filmed on the streets, hustled on the corner of the streets. It’s where we come from and we are proud of that. The streets gives us the courage to innovate from scratch, to understand what’s fresh right NOW and to decipher between something manufactured and when the moment is pure. The street is our base and our touchstone and we will always respect it. MIDDLE BRAIN/HONOR Honor is the center of our middle brain, it’s what grounds us. We conduct all things with honor. There are rules to this thing we have. THE CREDO: What Is Understood Need Not Be Explained. THE STORY OF THE FUTURE We are launching ROBOT to the world and simultaneously celebrating our ten year anniversary. WINTER 1997, the first ROBOT piece was created. That first piece was a crisp Champion hoodie with ROBOT blazoned across the chest. It was a gift for the crew of the CNN video. We shot that epic clip in Harlem in the dead of winter. The crew gave blood, sweat and tears, and I wanted to let them know I recognized the effort. HARD WORK, CREATIVITY and HONOR. I think a few of the crew got shorted because Nore snatched up a couple of hoods for his crew. None-the-less, that is the day the brand was born. ROBOT was always an exclusive brand. We would only do one spring run and one winter run of our pieces in very limited quantities: hoodies, tees, skullys and maybe an army jacket or cap. That these were becoming collectors items the minute they left the set is something we never thought much about. Those archival designs are sick and one day we may bring back some of those original looks. From BALTIMORE to LOS ANGELES the ROBOT grew quickly. The streets started asking about the brand and the artists started requesting pieces. We never really thought about providing ROBOT for everyone because everyone wasn’t supposed to get it. If you had a ROBOT piece it meant you were down with the crew. If not you had to put in more work to earn one. Pieces were so limited sometimes things got a lil’ shady behind the scenes. I knew it was real when someone stole a whole box of hoodies from set. THE brand and demand grew and so did our vision for what ROBOT could become. We needed to figure out WHAT IS THE FUTURE OF ROBOT? The point came when we had to ask ourselves the hard question, “were we for sale?” How could we put a price tag on something that we hold so dear? ROBOT isn’t just a street brand. Robot is our art, our code, our accumulated crew/fam. Robot is our life. ROBOT is what we represent. To this point we have never sold any of our goods. I know most of the people that own a ROBOT piece because I personally gave it them. They earned it and or represented what we do. I began to think about it some more. I started thinking about all those kids in B.MORE, walking the same streets facing the same struggles as I did. I started thinking about those cats in PHILLY, NYC, LA, JAPAN, PARIS. There are a lot of kids out there like us, grew up like us and continue to live by the same the code of ethics. We don’t know all of you but we know that you exist. On every block in every city in every state in every country in every nation on every continent there is that person that stands out from the crowd and represents HARD WORK, CREATVITY and HONOR. You are our fam. And for you we present ROBOT to the world. |
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