Get a Real Job: Interview with Jonathan Cruze of SHRED tshirts

I’m starting a new column on Steff Metal. I get several emails from readers – especially readers in their last year of high school or in the middle of uni exams – wanting to know how to get a job in this or that profession. No one wants to be an accountant or a street sweeper or a customs official; you’re all a bunch of aspiring musicians, writers, music producers, designers and band managers.

So I thought, “why not interview people who are successful in their field … the field of heavy metal.” That way you, and me too, learn from the experts how to get that kreig career. We’re calling this Get a Real Job, because that’s the name of a song my Dad used to sing all the time “get a haircut and get a real job”.

Our first victim is Jonathan Kruse of SHRED Clothing. Jonathan is a fellow metalhead who’s been in the tee shirt business for several years. Alongside SHRED Clothing, he runs How ro Start a Clothing Company, an amazing resource for the designers among you, and Double Dragon Studios, a website and e-commerce design company.

Tell us about SHRED Clothing. How did the collection come about?

I run this other clothing company called Mediocore soon to be renamed to Totally Awesome Clothing. It was all about pop culture and coming up with unique shirts with great ideas about the stuff I loved as a kid. I really wanted another outlet just to make badass shirts that just looked cool and didn’t have a big idea behind them. Also I know a ton of great artists in the t-shirt industry so it just made sense to do a project with my friends.

How did you come up with the name SHRED?

My friend actually came up with it. At one time I was really obsessed with Banksy and being a street artist, maybe I am still a little obsessed with Banksy. I was trying to think up a cool name and my friend said ‘Shred’. I never really got into wheat pasting too much after college and never used that name but I always thought it was a cool name. It just fit the brand and I went with it.

Who buys your designs and why? Do you often do designs for bands and other special occasions? What’s it like working with bands?

Skaters, metalheads, a lot of different people buy my shirts. I don’t think it’s always the people you would expect. I’m mostly a internet retailer so I never get to see my actual customer.

I started doing work for bands 2 years ago but it wasn’t an industry I loved. You usually get contacted by some third party who wants a bunch of ideas and will only pay you a small amount if your shirt gets accepted. I tried it for a while but it wasn’t for me, I work with a lot of clothing companies now building their websites and e-commerce sites. It’s a lot nicer to get paid for everything up front.

The bands I have worked with are really cool but I always hear horror stories from others.

How did you get into designing / apparel in the first place? How did you learn the techniques necessary to create your kickass shirts?

I was more forced into then anything. I graduated college, got a job and got laid off a few weeks later. Finding a job sucked then as I am sure it still sucks now. I ended up trying to be proactive instead of waiting to hear back from companies. I realized this was the only time in my life I would have a chance to start a business and do something I love, so I moved forward and never looked back.

Designing for apparel is all about reducing your colors and creating something that is easily communicated and connects with your buyers. The first design tutorial I read was done by Jeff Finley of go media, but really it’s all about learning it yourself and just creating work so you get better.

Describe a “typical SHRED t-shirt”, from start to finish.

Badass, intricate design, oversized print, bright colors, super soft shirts. A lot of the reason why I started Shred was because I knew I could do it better then what was out in the market.

I usually come up with a few ideas and find the right designer. I get sketches from the designer and make changes and slowly it becomes the shirt that gets printed.

What advice would you give to anyone else wanting to create clothing and accessories for metalheads?

Do what you love, because if you aren’t passionate about your product no one else will be.

How do you promote your business?

I’ve been featured on Computer Arts Projects, thrillist, awesomer, and tons of blogs. I don’t pay for any advertising and I believe in word of mouth and that people will talk about an awesome product. All I really do is make sure my stuff gets seen by those people that like to talk.

What’s the best thing that’s ever happened to you because of SHRED?

Being able to do what I love instead of having a 9-5 job.

What are the next steps for SHRED? Upcoming projects / designs / new directions, etc?

We are mainly working on getting into retail stores at the moment. I have a new site I am going to start working on soon, some new designs, custom packaging. Ohh yeah, a white shirt too!

What was the first music album you ever brought?

The Presidents of the USA. I still love that cd, I didn’t get into metal until high school.

What bands and albums have you heard recently that have stood out to you?

A day to remember and four year strong have impressed me lately.

What was your best ever live music experience?

Seeing Iron Maiden was pretty awesome. I am a huge fan and it was awesome to see a giant Eddie on stage.

Who or what inspires you?

I think the artists that work for me. I am always looking at people work and it really gets me pumped when I see them doing amazing work for others.

Thanks Jonathan! Good readers, let me know what you think of this new column. If it’s kreig or just totally lame. If you or someone you know has an epic metal career, or there’s a certain career you’d like to know more about, or you just want to chat about anything, drop me an email at steff@steffmetal.com. I’d love to hear from you.

Horns up \m/
Steff