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Brand profile: Upper Playground

Submitted by on June 29, 2007 – 11:12 am2 Comments
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Here’s an interview with Kimberly Verde from popular street brand, Upper Playground.

Who is behind the Upper Playground brand and when did it start?
The founder and CEO of Upper Playground is Matt Revelli. Upper Playground began in 1998.

What is the meaning behind the name?
The idea of “Upper Playground” is that we strive to reach and surpass each elevated level of playing or creating in any sense. We continually try to push the boundaries in all areas ventured (e.g. clothing, film, exhibits…).

What gap do you think Upper Playground fills in the men’s fashion market?
Upper Playground was created to fill the fashion void between culture-based brands of clothing.

At the time [of launching] in 1998, clothing brands targeted towards one particular cultural group, such as skaters or surfers or musicians, had no overlapping characteristics. Upper Playground was founded with the belief that numerous social influences such as art, music, skateboarding, basketball, and street life could be combined into one brand of clothing that celebrates contemporary urban lifestyle without excluding anyone.

Have you enjoyed any support from the entertainment industry so far?
A lot of cool folks have been seen sporting our gear: Artie Lange (from the Howard Stern Show), Aesop Rock, Greg Fitzsimmons, Robin Williams, Gym Class Heroes, The Pack, Zach Gilford (actor on Friday Night Lights).

How has the general public response to Upper Playground been since it launched?
The response to the brand has been amazing. We find that we have such a diverse audience that ranges from skater, fashionistas, art lovers, the hip-hop culture, street culture… it’s huge!

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The Sneakerhead tee from 12 Grain by Upper Playground

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