Full English - Indigo & Goods - The Human Magazine Issue 4

6 min read

It’s been a while since I’ve jotted down a few word on the ol journal, so I thought i’d get back at it and crack on with my 4th instalment of The Human Magazine.

As you may well know The Brute Supply is all about the harder wearing things in life, influenced by post heritage style, denim and the culture surrounding rugged style.

Issue #4 is titled ‘People Are Awesome’. This issue will take a look at humans – a look at the great, the good and the bad that people can do.

I’m an optimist and always like to keep things positive. I decided to focus on a very specific person / brand that has been on my radar for a pretty long time. Within the rugged workwear scene there is a variety of brands who are run by some awesome individuals. The brand Indigo & Goods hits the nail on the head for me, I had the pleasure of interviewing the man who makes it all happen, David.

Marcus: Hi David, it’s good to finally grab a bit of your time, it’s almost as if 24hrs isn’t enough for you and the brand. It would be great to kick things off with a quick introduction & explain what role you play at Indigo & Goods?

David: Hi, I’m David, founder and creative director at Indigo & Goods. I trained as a clothing designer, and over the past few years i’ve drifted in to do the other things that running a brand requires.. out of college in London I was hired by John Varvatos to work for him in the States, and then later moved to Ralph Lauren as an outerwear designer there, then mens designer at Urban Outfitters before moving to Belgium to start a concept for VF and back to London to work on other things. The brand started because I wanted to work my own hours…Little did I know they were ALL hours... haha

Marcus: Wow, it seems like everything you have previously done, has driven you to rolling out something of your own. How did you get Indigo & Goods off the ground?

David: The brand was launched at the Isle Of Wight Festival in June 2017 with a small collection of Indigo pieces. We first tried promoting through bands and musicians, and then quickly realised that most bands have 5 band members to dress …so this started to be quite costly! 

Jimmy Q  -  Indigo & Goods  - Full English  Image:  Alexander Bather  - Temple Studio

Jimmy Q - Indigo & Goods - Full English

Image: Alexander Bather - Temple Studio

Marcus: As a marketing man myself, I can see how this could be a super effective penetration strategy, almost a better / cooler way of incepting an influencer method. To be fair, am sure the musicians you were working with were pretty damn cool.

Marcus: What were your motivations when starting up? -

David: Raw,honest, gritty, no bullshit brand. You have to do what makes you happy I guess. Being my own boss I get to choose who I work with. Inevitably you try to only work with people you like or respect :)

Marcus: True that, I couldn’t agree more.

Jimmy Q  -  Indigo & Goods  - Full English  Image:  Alexander Bather  - Temple Studio

Jimmy Q - Indigo & Goods - Full English

Image: Alexander Bather - Temple Studio

Marcus: What were your key brand/business objectives from the start and how have they evolved?

David: Be honest to your customers and try to make a great product. The brand must have integrity. Don't hide anything from your customers, as they will always find out. This is why we film behind scenes and at factories. To show the customer exactly where and how things are made. And to try give the best customer service.

Marcus: What are the core values of your brand and how do you incorporate them in everything you do / in what way do you your values resonating with your target customer/community?

David: HONESTY...full English made in England, a good example. What does “made in England" mean? For many larger brands to put this in a label or on a garment it means the garment was finished here in uk. A lot of big ‘made in England’ companies abuse this meaning and cut the cloth in (for instance Tunisia) another country and then ship it here to be sewn or finished. Although mostly ‘made in England’ means 'garment made in England’. We try to make a product where the garment AND cloth are made in England... and in our ‘ultimate’ garments the yarn is also spun here, in Manchester. So we can trace the provenance of a garment as well as cutting down on the carbon footprint, and ultimately provide a better garment to our customer.
STYLE NOT FASHION...masculine rugged clothing.

Ricki Hall  &  Jimmy Q  -  Indigo & Goods  - Full English  Image:  Alexander Bather  - Temple Studio

Ricki Hall & Jimmy Q - Indigo & Goods - Full English

Image: Alexander Bather - Temple Studio

Marcus: I couldn’t agree more. The whole made in England, spun in England and well…pretty much everything Full English can only mean one thing. Top-notch Quality. The new collection is looking impeccable if I must say so myself. Nice work David.

Marcus: Other than Indigo & Goods what other things are you involved in (Personal passions, skills you have, anything creative)?

David: Haha! Not much really..No time at the moment other than the brand. :(

Marcus: To be fair, it sounds like Full English means Full Time, a true working ethos from start to finish. Much respect to you and the brand. I’m sure there’s a lot more to see from you, If i’m right by saying, It’s only the beginning

I came across I&G due to delving deep into starting a menswear quality goods blog. Indigo & Goods ended up on my screen and here I am. I found myself communicating with you via Instagram Dm because I saw that Indigo & Goods was very new and I wanted to get involved in some way from a communications point of view. I remember chatting on the phone and gathering a hell of a lot of information from you, that almost inspired me to continue The Brute Supply blog and research into the cotton/production industry.

Marcus: What level of marketing are you operating at this moment in time?

David: Direct to customer. These become our friends and extended family. 

Marcus: Working closely with iconic figures in todays menswear scene such as Ricki Hall and Jimmy Q has set the bar high. Compared to many other start-up brands these gents have proven to be invaluable and as authentic as they come.
You’re running a damn cool looking brand Instagram page teamed up with a hella portfolio of product and a smooth website. The images are sharp and the style is cool. Talk me through your icon image posting as I'm a huge fan of the images you're throwing out and I see them forming a personality for your brand?

David: …thanks for the compliments :)
I work in partnership with Ricki Hall on the RH GYM and Full English lines and this collaboration sets the tone pretty much. We work on the moods first. Then come the images. We always concentrate on building the environment and lifestyle first. Clothing is then the extension of this. 

Marcus: So David, you have been building the brand for a few years, and what drew me into Indigo & Goods was the subtle nature of the brand. It's quality hardwearing goods, yet presented in a non-obtrusive stylish manner. Where do you see the I&G brand going in the near future? 

David: First and foremost..Direct to customer. Building online presence. Second..Working with small amount of select retailers who respect a brand and are willing to work on fair payment terms.

Marcus: How has Instagram and social media benefitted the brand?

David: I would say it’s the future…Communication and advertising direct to the customer.

Marcus: What are you most proud of since starting the brand?
- Have there been any outstanding/awesome campaigns you would like to give an overview of?

David: I like them all…although best to keep pushing forward. Don’t stop or look back :)

Marcus: What’s next for I&G 

David: Something in Japan maybe

Marcus: David, it’s been an absolute pleasure chatting to you and getting to know a bit more about Indigo & Goods, but most importantly about the values you hold and how you’re creating something quite special. It’s clear the man behind the brand has a truly positive attitude, no bullshit ethos and a hell of a lot of creativity. Oh… if an interview is going to end with the words “Something in Japan” well, then we can only expect a whole lotta quality, awesome design, and some damn cool sh*t in the future.

That’s it from me this week, I hope you enjoyed the interview and go and check out Indigo & Goods online.



Photography Credit: Alexander Bather - Temple Studio