Triple 5 Soul seems like the grandfather of streetwear. They started up in the early '90s and became a huge name in the industry. They consistently produced relevant and needed products that only a handful of companies were doing for a market that was being ignored at the time. With a great product and a presence in the scene whether it be sponsoring artists and events or having every cool kid wearing their sweatshirts, bags or hats, came a much deserved successes.

We were lucky enough to talk to Ben Valez, the VP of Marketing and Public Relations at Triple 5 Soul about the beginning of the brand, the perception of the brand and of course how the market has changed in the last 5 years.

What is your job at 555?

My official title is Vice President of Marketing and Public Relations. I pretty much set the tone for the culture of the brand – which is a big umbrella that encompasses the big things like global creative/production direction, advertising, online, events and PR as well as lots of small, in the trench stuff. While all the international 555 affiliates look to and answer to my direction, we’re a small team here and I’m often running around in the field!

There’s the obvious job description bits that go with this and then there’s all of the unspoken stuff – like putting everyone up on music, or being the unofficial Mac IT guy and a dozen other similar things that come with working in a non-corporate environ.

How long have you been working there?

I’ve been involved since the beginning – Camella Ehlke, 555’s Founder, is an old, good friend, and was my neighbor when she first opened the first 555 boutique on Ludlow Street. Throughout the 90’s, I helped with styling, events and PR. It wasn’t a job then – it was like-minded friends helping friends. I came in, full-time, in 2001, once things had gone to a way more global scale with the Brand.

What made you initially apply at 555?

I didn’t – Camella asked me to come on board! Obviously my history with the brand made it a challenge and opportunity that was quite close to home.

In the time you were there, how has the streetwear market changed?

Geez. While the streetwear market has clearly changed, tremendously, I suppose the bigger point to address is how has society and culture changed?! Since the millennium, we’ve seen such an insane acceleration of culture and communication that the two concepts almost chicken-and-egg one another!

That being said, the consumer and their mentality/desires towards fashion and culture, and the way that they both learn and now define them, move at lightning speeds. At the risk of stating the obvious in order to answer your question, we’re really seeing the beginning of the frustration of bigger businesses – from apparel brands to those in the larger media – at how years old “seasons” begin to devolve as the excitement of social networking, online “tv” and, within our industry, the anti-seasonal, diy streetwear set hold more sway.

We are finally through the looking glass where consumers are their own brands and are freed from having to rely on big companies.

Have you seen a lot of the more loyal fans of 555 stray to more underground companies?

This is a question that relies upon some drilling down... While much of our customer base are people who grew with T5S and remain fans, the evolution of the company that took place over the past few years both established us as a cornerstone in the larger streetwear arena also grew the brand away from its “backpacker” roots, thus losing a bit of our base.

As far as NEW consumers – we are now definitely offering something that is in a different realm then many of the small, DIY streetwear units – so new kids coming into the market who may have gravitated to the early 90’s 555 Soul do not necessarily do so in the same manner now.

Is 555 responsible for the military trend that came out a few years ago?

Well, I’d like to answer this question as a humble observer rather than a brand representative, for fear of sounding like I am making lofty claims in the name of the company that I represent! : )

In it’s earlier days, 555 really built itself on being the first (then DIY) company to reclaim the fleece hoody from the giant garmentos of the world, as well as to draw heavily on military/utilitarian designs. We also dropped the first vinyl DJ bag. Of course, all of these things quickly became industry staples so it sounds lofty to claim “responsibility”, but we were at the forefront of these styles in a time where there was little or no alternative to the Champion/Tommy Hilfiger/Polo reign.

We all know that 555 started out as a small operation in NYC, and is now a huge corporation, do you still think the same audience is loyal to you guys or have you been accused of selling out?

Well – to somewhat correct you (politely) - while the idea that we are a “huge corporation” is something that speaks to the power of our brand, we are not nearly as huge as people seem to think we are! We have a big image in the marketplace, but are not a huge Diesel-esque company, by any means!

We’re privately-owned, have a small Management family (5 people) and, in many ways, still grapple with growing in ways that many non-corporate businesses do. Being perceived as “selling out” has never, for that reason, been an issue or concern, as much as maintaining integrity and loyalty in the face of the brand’s evolution, product and marketing-wise.

People still love the brand, even if they find that we do not make the exact items they lived in 10 years ago.

What do you think the best way to keep a brand so big fresh?

Well, again – we ain’t THAT big! : ) In my personal experience, it remains about connecting with the consumers and making them see that this is not simply an “us and them” (we make clothes and you buy them) relationship. I try to include “mirror” marketing in much of what I do here – meaning that I try to not only include our consumers/fans in what we do, but try, as often as possible, to give them the opportunity to interface/participate in the brand.

I do this first and foremost out of respect and emulation of what Camella did in her earlier years as it is our true marketing heritage and, secondly, because the minute a company loses touch with your constituency, they struggle and pay consultants and everything else to try and find their way back. That is a mistake that T5S, given the fact that our consumers literally built this brand with their love, cannot afford to ever make!

Find out more by visiting the triple5soul trendmill profile, or by visiting their website www.triple5soul.com