SCRT®: FILM ON FABRIC
By Edward Clark
Edward Clark catches the loose thread with co-founder and creative-director of SCRT Chris Narey.
Since 2010, streetwear label and design studio SCRT® (Stay Creative) has grown from a self-funded project started by two friends to a staple independent British streetwear brand. Amassing over two hundred thousand followers on their Instagram @scrtco and releasing collaborations with directors such as Wes Anderson, Stanley Kubrick, and Mamoru Oshii, SCRT® have exploded far beyond their studio in Hackney. Now, as they host parties in Paris during Fashion Week and exhibitions to commemorate their new collections, boxing SCRT® in as simply a streetwear label seems limiting.
Edward Clark sits down with the co-founder and creative director, Chris Narey, to chat about SCRT®’s identity, the label’s future, and lamps.
Tell our readers who haven’t heard of SCRT® a bit about the brand.
SCRT® is a London-based design studio and clothing label, largely inspired by cinema and storytelling. We’re often associated with film collaborations, but we wouldn’t consider ourselves a merchandise brand. Each collection functions as a study, sometimes of a single film, sometimes a broader theme, focused on translating atmosphere and emotion. Ideally, we look to create work that resonates whether or not you recognise the reference.
How did you get into fashion and design?
Film came first, design came later. I was interested in how visual language works and why certain films/ideas stay with you. Initially we had a more basic setup, but as things grew it became necessary to develop new skills. We started as more of a platform but naturally developed into a brand, and part of that was learning about design. I didn’t come from a traditional fashion background, which led to a lot of experimentation. Didn’t always work, but I feel our unorthodox approach has helped us stand out a bit.
SCRT’s collections have encompassed a huge range of styles: movie collabs, a Beigel Bakes working jacket, and even an entire collection based on a fictional meteor shower. What inspires you?
The process is consistent but the output is not. It always starts with research and understanding why something resonates emotionally or culturally. Inspiration might come from a specific reference or a more abstract idea like memory or decay. I think we probably have a general SCRT® vibe, but we let each concept dictate its own form rather than forcing a fixed house style. Through that we probably make our lives more difficult for ourselves, doing a full redesign each season. But it also keeps things fresh. Each season feels different.
Which collabs have you enjoyed working on the most?
The most rewarding collaborations are those that allow interpretation rather than strict instruction. Projects where we’re trusted to respond emotionally to the source material produce the strongest results.
Do you have a dream director to work with?
David Lynch, Wim Wenders, Park Chan-wook, Darren Aronofsky. There are countless, but it depends what the collaboration looks like. It’s crazy to me that we’re at the point of getting these opportunities.
SCRT® regularly hosts movie screenings and events at your Shoreditch store: what role do you think community plays for modern fashion?
Community is essential. Clothing gains meaning through the people who wear it. When getting a store, it was incredibly important to us that it worked socially as well as commercially. Events have become a huge part of what we do, and being able to connect with people face to face is so much more rewarding than digitally.
SCRT®’s sphere is beyond just clothes: you’ve released zines, throws, water bottles, incense sticks. What’s an unconventional item you’d like to design in the future?
I’ve been working on a lamp which has been one of my favourite projects to date. Please, please buy this lamp so I can make another one. We always try to extend the collection by introducing a new product type each season. We’ve pretty much run out of clothing now, so homeware is the new frontier.
Has your role as Creative Director changed as SCRT® has expanded?
Completely. The role has shifted from execution to direction. It’s now about setting intent and maintaining coherence across a larger team and output. I will always be involved in the design though: thatt’s where my passion is.
What has been the biggest challenge for you over sixteen years with SCRT®?
Maintaining clarity. As opportunities grow, it’s easy to get pulled about in different directions. Learning when to say no is something that is becoming increasingly important.
What do you love most about your job?
Seeing an idea move from a loose reference into something tangible that people connect with. I also love our team. It’s DIY chaos, but it’s amazing that we’ve found people as passionate about the project as we are.
Favourite film?
Letterboxd is currently saying: Oldboy, Holy Motors, Eternal Sunshine, and Fallen Angels, but Mulholland Drive and Paris, Texas need adding to that too. Argue with me (or us) @isboo and @scrt.
Favourite song?
Currently June Guitar by Alex G.
What’s next for SCRT®?
Refinement, deeper research, higher quality, more coherence and more lamps.
Image Credit: SCRT
