Aware that word of mouth is such a crucial aspect of any business venture, the local boys behind clothing company Call It What You Want kicked off their first collection--dubbed 'Hood Rich'--and got some fairly important people blabbing. Initially, the idea to make the ?Fuck American Apparel? tee-shirt was brought about and hours later the first 20 shirts had been designed, printed, and sold out of milk crates in front of a bar. A truly back-to-basics hustle, the business started to look promising and more shirts were printed and sold in the same manner over the course of the next few nights. Over the next week, while not monumental, some fairly promising events transpired. The shirt design had been sent out via newsletter to American Apparel locations throughout Canada, and had even reached controversial company honcho Dov Charney. While rumor and speculation never rest, the story's validity comes from Call It What You Want?s recognition of a good publicity stunt. Chalkedup took the time to converse with half of the Call It What You Want camp to discuss their situation.

A lot of people consider using another company?s name as leverage the easy way out. As a business do you guys reject or embrace this theory?

Chris: Eight, boom, boom, my ace boon coon. Shake, bake, skate, vroom, vroom!
Ryan: We gettin? money, bitches!
Chris: I see the hate in your eyes, damn them boys is too fly. The way we roll up, rims all swoll up, ice all froze up.
Ryan: Sing!

How do you plan to follow up your initial shirt design and prove your brand?s legitimacy?

Chris: I aint trying to prove nothin?. I?m just trying to move somethin?.
Ryan: Our flow is the truest, the game is a nuisance. Our girls is the models, their cooch is the juicest.
Chris: Agents trying to find a glitch in my matrix.
Ryan: Hi, haters!

Are there currently any plans for future collections?

Ryan: I won?t talk in the bedroom, we whisper in the kitchen. Call me paranoid, I think these walls is listening.
Chris: Shhhh.

Where do you see the Call It What You Want brand in the future, and where do you see it taking you?

Chris: First pal up in the rare, I style up in my gear. Stallion of the year, medallions in my ear.
Ryan: It?s the beginning of the beginning.
Chris: Yeah!
Ryan: I am the future.
Chris: Say what?
Ryan: You dudes is a thing of the past.
Chris: Sorry for cussin?.
Ryan: What?
Chris: Fuck You! Ha!

In closing, what is your brand?s philosophy? What words do you think best describe Call It What You Want?s vision?

Chris: Bam bam, jam jam, and a handstand, ha ha so tan in the tan stand.
Ryan: Ra-ra, na-na, ha-ha, la-la, mama I keep that blam blam.

Ambiguity aside, Call It What You Want is exactly what it states in its name. The kids who make the clothing stress the importance of the brand?s diversity and flexibility. From season to season no one collection will look or feel the same, based on their inspiration. Call It What You Want draws inspiration from the guys? obsession with Back In The Days documented hip-hop style and reflects an appreciation for modern urban fashion.

The growing market of intricately artist-designed clothing offers a promising future for Vancouver?s Call It What You Want. With designs for fall currently in the works, and talks with several local shops, we should be seeing their Hood Rich collection draped on Vancouverites sooner than later.

<p>Interview by Chad Thiessen, 5 Sept 2006<br /> Photos by Chris Wang and Ryan Smith<br /> Official <a href="http://www.callitwhatyouwant.ca"> Call It What You Want</a> website is well on the way, but until then, peep their <a href="http://www.myspace.com/callit_">myspace</a> page.</p>