‘Dress Code’ is VIBE’s fashion and style series, where were we test drive rising brands from an every day life point of view.
PROFOUND CO. SAYS
Designer: Faraz Zaidi
Happy Customers: Justin Bieber, Rihanna, The Weeknd, Young Thug, Post Malone, Chris Brown, Kehlani, PartyNextDoor, Halsey
Favorite Piece From Current Collection: Our sweatshirt basics collection is currently my go-to. I’ve really worn the olive french terry double layered pullover to death. (I’m actually wearing it right now).
On Profound’s Humble Beginnings: The brand came about through conversations within family and friends. It was that moment when you realize you love something enough to want to go for it. For us, our interests were in fashion, art, communication and music, so bringing all of those worlds together through pieces of clothing was the mission. Being already obsessively in tune with the industry and trends, we took note of the fact that there wasn’t another brand bringing together storytelling with well made product.
On The Design Process: There is very little organized planning and structure that goes into our design process. It’s a very natural and fluid form of creation. We design on mood, feeling and energy, keeping tones mostly muted with darker tones, sometimes subtle pops of colors. Imagery and words also play a heavy role, too. Oftentimes, the weeks approaching a new seasonal collection we do a bit of idea-hunting. We usually put together full collections within one week, from start to finish and work triple shifts. It sounds like chaos but there’s certainly a method to it that works. At the end, it all somehow aesthetically ties into place and becomes a cohesive collection.
Their Uniqueness In The Marketplace: We communicate stories. The driving force was to create a brand of value from an inherit passion and bring it to a world audience. It’s all so much bigger than just clothing. The fact is, fashion is fickle and shifts entirely too fast for people to keep up with and digest. Things aren’t given the time to marinate and set in. In order to combat that predisposed expectation of what most people have with brands, we stay entirely away from fast trends and align ourselves with unlikely collaborations. There’s a strong element of unpredictability to what we do; it’s both substance and functionality-based.
How The Designer Wears Profound: I keep things fairly simple. But I do enjoy layering, mostly with darker shades and earth tones. For the most part, I stay away from brighter colors. I also like texture with raw edges and loose hanging fits.
Ashley Monaé, Vixen Editor:
Street wear has been a part of my sartorial repertoire since day one. So, yes, it’s safe to say that I’m a stickler for style, comfort, and functionality when it comes to my personal wardrobe: jeans, t-shirts, sneakers, crop tops, and sweatpants.
Profound’s collections are streamlined and simple (who doesn’t love premium quality basics), but when it comes to outerwear, their eye for design and detail shine bright like true statement pieces. In particular, the Satin Global Varsity Club Jacket In Maroon was my favorite from the current collection. Bomber jackets have made a resurgence in the two past years, and Profound gave their rendition more of an “it” factor with a satin body and lining, chenille embroidery, and embroidered patches. Plus, for the colder months, you can layer this with a hoodie or rock it solo and you’re good to go.
Stacy-Ann Ellis, Assistant Editor:
If you were to request a synopsis of my sartorial upkeep, street wear would hardly fit the bill. The sneaker-head and trendy urban phase skipped right over me growing up, mostly due to me abiding by the plain jane options my parents preselected for me. Thankfully, time (and a greatly appreciated lifestyle glo’ up) allowed me to carve out a space in the girly, artsy, earthy lane. However, at 25 years old, I’m still trying to figure out how to meld trendy accoutrements into my everyday steez. Luckily, Profound Aesthetic made it easy to dip my toes into street wear without making it look like I’m trying too hard.
I’m a thrift fanatic, so Profound’s Sand-Blast Light-Wash Denim Jacket from the FW ’15 collection was right up my alley. The material is sturdy and functional, but it has that updated old school look to it. The brand’s stamps aren’t too gaudy and the embroidered chest patches and eagle emblem on the back are subtle enhancements that don’t take away from the simplicity of the piece. And, to my delight, it’s the sort of neutral clothing item I could wear with anything, from dresses, jumpers, boots and heels to sweats, plain tees and my closet staple, Converses.
Want in on the goods, too? VIBE and Profound Co. are teaming up for a gift-bundle giveaway totaling more than $300 (U.S. residents only folks, sorry). Find out how you can kick off your NYFW with new duds by heading here. The contest kicks off today, and ends at 11:59 p.m. on Feb. 8.