Today we’d like to introduce you to Kelsey Rubenstein.
Kelsey, can you briefly walk us through your story – how you started and how you got to where you are today.
Whatever, No Big Deal is a unique, hand made psychedelic-punk fashion brand. The name is sort of social commentary on everyone’s seemingly apathetic view to the world and things happening around them. A lot of what I do has a bit of satire/sarcasm, but in reality, I care a lot. I started my brand in 2014 with one of a kind hand painted denim.
Everything comes from punk, DIY, anti-establishment ethos. I wasn’t seeing anyone making the things that I wanted to wear. I wanted to run away from fast fashion and really help people to start thinking about where their clothing is coming from and who is profiting off of it. I will never mass produce.
My way of “sticking it to the man” is working for myself, by taking control of what I want to see, by taking someone’s discarded clothing and creating my own trash nasty fantasy — giving people something a little different. Whatever NBD is also a way of encouraging people not to take things too seriously that don’t matter. To let the bad roll off. To shrug at struggles/disappointments and think ” whatever, no big deal. “
Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
When I started, it really caught on like, and I painted hundreds of pairs of custom vintage Levi’s jeans. My most popular design “the webby” jeans–with hand painted spider webs on front and back–were featured in Nylon Magazine and carried in shops in LA, Portland, and Berlin. I loved making them, but with anything, it got tired.
I started to feel badly about the waste from the paint that comes in plastic bottles and decided it wasn’t the best medium for me to continue with. In my mind, I was designing these textiles and prints, but it wasn’t translating anymore. It’s been a struggle to find a new medium and not be too hard on myself as an artist in the downtime between creating.
With “typical” fashion there are seasons and collections put out multiple times a year, and with social media and the rate of people’s attention spans it’s easy to feel pressure, but I have always been a-typical, and I’m trying to be okay with taking my time to create.
After all, I’m not forever 21. I make one of a kind items. In the meantime, I sell vintage to supplement my income until I can release a new cut and sew collection I am working on made strictly from recycled materials.
Alright – so let’s talk business. Tell us about Whatever NBD – what should we know?
Whatever NBD is a brand for anyone who feels outcasted, who never says no to a good time, who cares about the planet and the environment.
Anyone who loves FUN. Anyone who appreciates owning something that someone else created with so much love that you can see it and feel it in your garment. Anyone who loves people and hates the system. I make freak fashion for underdogs.
I am proud to never compromise my ideals and values when it comes to people, the planet, and business. I will never do something I don’t want to do.
Is there a characteristic or quality that you feel is essential to success?
My success comes from being authentic. I am a nice and honest person. I think a lot of times people support my brand because they support me.
They want something I made because they like me as a person and what I stand for. Everything I make is something I would want to wear myself.
Contact Info:
- Website: www.etsy.com/shop/whatevernbd
- Email: [email protected]
- Instagram: https://www.instagram.com/whatevernbd/
Image Credit:
Lizzie Klein, David Fearn, Michael Tyrone Delaney, Lindsay Arth
Getting in touch: VoyageLA is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.
