Exclusive: Interview with London Collective 'Something to Hate On'
Unless you’ve been living under a rock, your Instagram feed has probably been blowing up with new formations of young, multi-disciplinary collectives that fuck with music, art and fashion. However, Something to Hate On, or SHO for short, is a distinct London-based collective unlike the rest, bringing back some OG UK vibes; a modern homage to the classic British icons like the Sex Pistols and Vivienne Westwood.
SHO, as the boys like to call themselves, was founded by one of the hottest groups in British youth culture at the moment. The trio of lads includes Max Clarke, Daniel Mould and Raff Law—a DJ and model who inherited some good looks from his dad, Jude Law, also featured in the latest Dolce & Gabbana campaign alongside Milk fam, Luka Sabbat).
In today’s digital obsessed, Instagram thotty world, there is constant overexposure to information and computer screens, putting authentic, face-to-face human interaction in jeopardy. SHO is the rebellious group of game changing Brits disrupting that media environment.
Yes, SHO sells clothes and throws raves, but you have to trust these boys, because they’re doing it in their own alternative way and they’re doing it right. In fact, SHO has lots of cool and creative plans up their sleeves, so we spoke to the three founders to see what’s up. You may want to subscribe to their newsletters, or drop them a collaboration DM after getting to know the latest.
*Watch the exclusive video from the boys’ latest banger, SHOHO HOUSE, below!
Something to Hate On is…
Something to Hate On is a creative platform/collective that strive to showcase, exhibit and celebrate underground youth culture. Mainly based in London, the team have also branched out to cities such as New York, Paris and Milan promoting our own artists and merchandise.
New York played an essential role during the birth of SHO…
The idea of SHO was originally born in early summer 2016 from a feeling of discontent – we found ourselves uninspired by London’s party scene, feeling much more could be done to harness the creativity that was sleeping beneath the surface and create immersive ways of exhibiting it. We were also mad inspired by our and how many talented people we knew.
After working on SHO and how we wanted to move forward, taking time to build the fundamentals of our collective/team, an impromptu visit to New York with Kai Schachter and Adrian Schachter really kick started the movement. These two became our first resident artists, and for a week we gave merch to our friends and other creatives that fucked with what we were doing. Through this we managed to create a buzz in New York, ready to bring back to London, and also caught the attention of already established creatives, such as Laurence – the founder of the Rochambeau, and Harif Guzman – the founder of Delancine. Harif took us in, letting us use his studio space to style and shoot our first couple of projects, and it was just a crazy way to kick it all off, New York showed us mad love.
SHO gathered attention on social media and connected with more creatives, so here comes your epic pre-launch event SHOHO HOUSE in Soho, London. How did you guys put things together?
After building a buzz for a couple months and having a couple of drops, AFTR MDNT, a Production Company, approached us with an opportunity at the Soho Revue. With the knowledge that this historic building was getting demolished in two weeks, we basically had 10 days where we could do pretty much whatever we wanted. Over these 10 days we had around 20 artists coming in and out, some with canvas’ to put up, some graffin’ on the walls, others setting up their clothes on mannequins or crazy visuals through projectors, making SHOHO HOUSE into an exhibition piece of all of their work. Every wall was covered, one room more relaxed with beanbags and chilled vibes, the other with the decks and constantly filled with smoke and people. This main room saw DJ sets from a number of up and coming DJs along with more established guys coming in as well. There were a few live sessions from some underground MCs, and over 500 people rolled through to check the space and vibes.
Moving forward, what’s Something to Hate On’s plan?
Having packed out the SHOHO HOUSE, from here we plan to follow it up with our main launch. Keeping the same mentality but refining the end product to less of a creative explosion and more of a thought out exhibition with artists installations, we are planning on hosting a weekend launch in London with a number of after hours parties. Between now and the launch we’re also releasing more clothes, including a range of limited long sleeves in collaboration with each of our resident artists. People can also tune into our Soundcloud to hear mixes from our DJs and songs released by our boys. We’re really just trying to keep the momentum up. We’ll be dropping things as they come and always promoting talent around the world. Hopefully we can represent the youth and be something that young creatives can relate to and be a part of.
An ideal hungover breakfast after a SHO rave: Pastrami Sandwich or English Breakfast?
Obviously English Breakfast…it bangs.
An ideal date: Metropolitan Museum or British Museum?
We haven’t been to the Met in years so would have to say the British Museum. But we did hit MOMA while we were in NYC which was fire.
An ideal gift to give from a brand other than SHO, and queuing outside the store is required?
Haha none, we HATE queuing.
Image and video courtesy of Something to Hate On.
Stay tuned to Milk for more on upcoming collectives.