Article:Sex, Drugs and Rock and Roll Clothing

Sex, Drugs and Rock & Roll Clothing.

By Trisha Cook

With the millions of “Just do it” ads that have been tattooed unto our young and very impressionable minds, you would assume maybe it had some sort of impact on our attitudes towards life. Instead our generation has just ended up with a whole bunch of new kicks that are supposed to be the means to the end, bringing us to be all that we can be.
Unfortunately that’s what our generation has turned into, a group of lazy kids who would rather talk and dream about what they can do, then they buy the shoes that promise them that dream, then they wait around for a goldmine to fall into their laps. They are lazy, mentally and physically. Then I met the guys behind SDR (Sex Drugs and Rock & Roll), and I am happy to announce that there are people out there who are pursuing an idea, maybe even a dream.
Kyle Deinstadt, Tyler Scherer and Thanos Tripi are local Toronto entrepreneurs who were sick of having boring, conformed, clothing “with a label” shoved down their throats. So, they actually did something about it (Surprisingly this is not new concept). Two year ago Kyle and Tyler decided to use their own two hands and their own ideas to create clothing that expressed who they were. Through just strutting around downtown, others saw their unique style and wanted a piece of it. The demand was so high they figured they could actually get somewhere with their clothing. Hence SDR was born.
“It’s the way they look at fashion and clothes and how they perceive it. They are giving everyone the opportunity to express their individuality through their (Kyle and Tyler’s) vision.” Explains Thanos, their partner and business end of the group.
SDR clothing is vintage clothing, lots of denim, cut up, re-sown, ripped, with tons of detail and lots of attitude. They also make accessories like wristbands, rings and belts.
They had their first show in March 2003 showcasing their fall collection. The response was phenomenal and completely overwhelming.
“I am still trying to figure out how we pulled it (the show) off. It was like on a concert. The people just came together, created a team and when the lights went down, everyone was just working”. States Kyle referring to the kick ass show they had put on. Most describe their SDR’s showcase and a show within a party at a rock concert. The models, men and women of all shapes and sizes, were dancing and having fun just as much as the audience were.
“Kyle and Tyler are staying close to their Rock and Roll Calgary roots. The blood that runs through their veins is driven by Rock and Roll.” Thanos describes SDR’s inspiration and influences. As SDR continues to better the business aspect of their company and trying to gather their own denim, they are continuing to be inspired by everything around them.
“As long as people are expressing themselves, I think it is a positive thing” says Kyle.
People expressing himself or herself is obviously a very good thing, looks where it is taking the boys of SDR. Lenny Kravitz, Sum 41 and Avril Lavigne are all sporting SDR gear.
Thinking for yourself, finding your own style and your own image was all it took for these boys. Their advice to budding entrepreneurs with ideas waiting to surface:
“ Just fucking does it!”
How right.