Screen Shot: Awake at Three

CITY BASED: The wonderfully open-minded city of Bristol, UK

What inspired the brand name?

Initially, the brand was actually called Badhand, because the first thing I drew in my notebook when I realized I wanted to start a brand was, well, a bad hand. But the name never seemed quite right, and I’d have to painfully explain it to people when they didn’t get it even after me repeating the name to them. So I chose “Awake at Three”, because I am more often than not working into the early hours of the morning working on this passion project to fit it around my university work.

At what moment did you realize you wanted to start a brand?

At around the age of 17. I was just developing an interest in the world of streetwear and it definitely came from a “how hard can it be” moment - especially when I looked at how stagnant the creativity in big high-street shops had become. I also was a big fan of customizing my own clothes with paint and embroidery, so it was initially a way for me to be able to create one-off DIY pieces for other people.

What helps you get over creative blocks?

I think the best think I did to keep me inspired and ideas flowing was forcing myself into the habit of writing down everything I see that might turn into a concept immediately on the notes on my phone. Everything from song lyrics that catch my attention, a bit of graffiti i see walking to uni, even passing phrases my friends use that are a bit odd - most of my ideas stem from one of these little day to day gems.

What is the biggest mistake you have made?

Not starting earlier. If you’re reading this and are wanting to start a clothing brand, or hell, anything you’ve been putting off, just jump right in. You only learn and improve by DOING it, not by daydreaming about it.

What is the biggest success you have had?

For me, having people waiting for my drops to the hour is so cool to see, and something I only dreamed of before starting - I always feel lucky to have people that are as excited as I am about Awake at Three.