Interview with DAT TAG Clothing

The other day I met up with the lovely Danielle Garner-Grant the creator of Dat Tag. The very funny and charismatic designer from east London has a new collection ranging from funky t shirts to sexy vests (where I had to seriously control myself from unzipping).  Her go getter attitude and positive mentality is what I really like about her. Check it out

Tell us a bit about yourself generally?

I’m a graduate, having studied journalism and media at Kingston University. I studied art at school but dropped it simply because my teacher marked me down at my GCSEs L. As a result I decided to further my study in Media and English.

So do you think your early interest in art had an effect on you going into fashion?

I’ve always been creative, drawing on pieces of paper… on whatever I could really. Thought I’d be nice to see my designs on garms so thought we I’ll give it ago. I didn’t study fashion at uni coz I wasn’t really sure what I wanted to go into when I started…lol in my last year I realized I picked the wrong course (can u imagine). Nevertheless I will use my media and journalism skills to help promote it.

So, Dat Tag what is it and when did it start?

I was speaking to a friend the other day about the birth of DAT TAG. And he told me that I should consider changing my story if it takes off lol… but err, im gunna keep it real lol. It all started when I was at Uni and I had run out of my student loan. All I could find was a bag a of rice and a Maccy D dip  so, u know I had to boil it and eat it just like that. In my head I was thinking never again mate… I thought about investing in something I was passionate about and I started drafting ideas in a sketchbook. Soon as I got paid from my part time job I went onto Companies House and registered my company.

So it being broke really motivated you?

Yea boi… have u tasted plain rice and ketchup?! It aint nice lol

Ok, the name Dat Tag how did you come up with that?

Dat Tag is based on subliminal messages and meanings, I thought of a name that would convey two elements in one. The first being a tag as a tag on a chain or rather as a form of writing.

So, are you trying to manipulate your audience or something!?

(Lol) I’m not a manipulator! I’m a thought provoker.  I’m just trying to make people think. It’s kinda like looking at an abstract picture and thinking what the hell is that about?!

The Zip tops are a bit controversial, what motivated you to create a top like that?

I’m very creative so I decided to create a little piece for the ladies that would make a statement. The top is subliminally explicit… it could be dressed down or dressed up to reflect your mood when worn. Many might see it and think ‘that’s some craziness’ whereas others may look at it and think that it says ‘unzip me’ lol. It’s playful. But don’t worry ladies-  I can assure you that the zips are really sturdy so if someone ran past and tried to zip it down- there’ll be enough time for you to wack them (though I’m not promoting violence or anything coz that’s not the way forward)!! lol

So I want to talk more about Dat Tag and how you see it progressing in the future. What do you think will motivate you when you’re rich?

Lol rich?! I don’t know about that but we’ll see how it goes lol. To be honest my minds always working overtime about new ideas and they ways in which I want to portray different elements in the designs, whether it be through the use of crazy colour combinations or textures.

So how would you describe your personal style and would you say that Dat Tag is a reflection of your style or not?

I aint a follow fashion, I wear what I like regardless of what others may think or like. So yes, I would say it is a reflection of my style because I like garments/things that are unique. Lol but you could probably tell that already by looking at my sideburns, crazy high hair and ponytail right?!

So your brand isn’t following Trends?

No because DAT TAG is a Trend setter   Our garments cannot be categorized as our designs are limited and ever-changing. They appeal to a wide audience.

So aren’t you scared that if you’re targeting everybody it won’t have a clear message? Don’t you think people need to understand something before they adopt it?

No not necessarily because I’m targeting people who have their own style and like standing out in a crowd… (Which is my reasoning behind the limited supplies- that is 150 per design worldwide. NOT SIZE). DAT TAG garments appeal to those who like unusual things that hardly anyone has got).

How is your brand different for all the other brands out there?

Similarly to Ann summers and the Body Shop, we also host’s DAT TAG parties. Where a DAT TAG representative comes to your house with a few models, freebies and exclusive garments that are not up on the site. The advantages of booking a party are listed in the ‘ABOUT US’ section on the website- so check that for more info.

So how can people find out about this party?

Fill out the ‘CONTACT US’ tab on the website (www.dattag.com) with the drop down tab that says ‘I want to book a Dat Tag party.’ We’ll send you an information pack and arrange a date.

So, I mean how did you come up with the designs for Dat tag especially the monkey one. What’s the message behind that design?

Most of the designs have messages some of them don’t, some political, some societal. In the Saucy Monkey design- the monkey is being cheeky as hell and his body language says it all… It’s like being in a club and getting approached by a confident guy (you know the ones that play it cool and don’t say much :-/ without the guy having to say much you’ll look at his tee, and probably crack smile coz you’re being pointed at lol… Notice the lips on his boxers

And the one with the lips in a prison is also quite interesting what’s the meaning behind that?

That’s where my journalism came into it coz we had to study that module during our course. The design is called freedom of speech as its questioning if we are free to speak our minds. We’ve actually got a similar one where the lips are burstin out of the bars aswell

So do you believe in freedom of speech?

Hmmm… well we have to be careful of what we say in the society in which we live. But when you’re amongst your friends and family you can say what you wana. If we continue I thinks it’s gunna get a little political lol. But me personally, I do not believe in it because I say what I wana… regardless.

So may fashion labels rely of musicians and vice versa, what do you think about Celebrity endorsements?

At the end of the day, DAT TAG is a UK brand so if a UK artist wanted some garments I’ll consider hooking them up… it’ll be a good look. But I’m not relying on any of them to help put it out there… I’ll do that myself.

So do you see your brand doing better in America or here?

Good question… however it’s a difficult one to answer coz I’ve got a mixture of followers from both countries on my twitter.

So if someone gave you a million pounds what would you do?

Lol, now that would be nice. I’d probably open up 6 stores, one in Oxford Circus, Carnaby Street, Knightsbridge, Portabella Road, Manchester and Bristol. Each store will have a different design to the rest depending on the location… although it will still represent DAT TAG as a whole.

How do feel about collaborations?

Share the creativity and make it special bay bay!! I’ve actually got a few lined up… they’ll be dropping soon so watch out.

DAT TAG also collaborates with creative customers, incorporating both designs and selling them as an exclusive on the site. Crediting their name on the site and garment.

Do you not think you can get too close with your customers?

No because the relationship will maintain professional. As I am producing garments for the customers I think it’s important to have a strong bond with them… you get their feedback and it’s important to communicate with them regularly… whether it be through a follow up, a msg on twitter… anything. At the end of the day, what you see is what you get with me. I’m just saying I’m not gunna get gassed coz I’ve got followers on Twitter/Facebook… If you wana communicate with me I’ll respond!!

So where do you want be in 5 years time.

If all goes well, DAT TAG will be established. I would like to go abroad and open up stores (cutting the whole red ribbon) in other countries…. New York, Milan.

What can we expect from Dat Tag in the near future?

At the mo the street time are promoting like crazy  a massive thanks goes out to them!! You’ll be seeing us at various fashion events, fashion shows and showcases.

Where can people buy your products?

On www.dattag.com all garments come with an engraved stamped certificate of Authenticity and the product number e.g. 1/150. To distinguish the genuine garments from imitators.  Oh by the way the first 100 garments sold online come with a free gift!! Don’t miss out!!

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