Rhandy Tambio and Elska Sandor are the tag team designers for IN4MATION men's and women's clothing. Rhandy comes from Hawaii and moved to New York with only 14 dollars in his pocket and no money in his bank account! He's definitely worked his way up with his skillful artistry and graphic designs that landed him positions with Akademiks and Ecko (when they were at their peek of course!). Rhandy's personal lifestyle also allowed him to showcase his island flavor and skate roots when given the opporutunity by IN4MATION. Elska takes with her not only her Australian accent, but her experience from Rookie Skateboards (the first all-girl owned and operated skateboard and clothing company) and gives the ladies a lifestyle to look forward for everyday comfort and style. Both have pushed the brand to become a more recognized name throughout the country, and with the guide of Todd, Ryan, Jun, and the rest of the In4mants - Keith - IN4MATION is a brand that "shall continue and proceed."
From any clothing line that has ties to the Hawaiian islands, one would expect floral prints, tiki Gods, and graphics that promote the culture. In4mation has has done that and better. Their Summer 2008 "Endless Summer" line has just enough of that Hawaiian flavor but does not rely on it for the entire collection. Bright colors, weave basket graphics, light textures is a peek of what is to come in the womens collection. The accessories include a Gshock watch and 80's Ferris Buellar inspired sunglasses-two things that are important to those living the sun/surf lifestyle. Their skateboards are just as forward as their tees and sticking to limited colors black, white, and red graphics. And who wouldn't love camo shorts for guys! iDR looks forward to their Fall collection!
How do you incorporate the relax lifestyle of the Hawaiian culture while making your clothes globally desirable?
RT: It's a simple formula, pretty much making the clothes we want to wear and to create graphics that are fun, a social commentary towards current events and people, things with substance and so on. We're pretty much are chill but do have that hustle of where we want to be and will try to get there.
ES: Well I am the token Aussie, but we share a similar chilled out upbringing centered around surf, skate, bbq's and good times. It was a natural state that we all brought to the hustle of city living. I think what makes In4mation so unique is having such a great understanding of those two worlds and how to bring them together cohesively.
In4mation recently announced a pop up store with 5&ADime and photographer Angela Boatwright. How does in4mation benefit from collaborations such as this one? Will there be more in the future?
RT: It was just an idea that Jay and his sister Darcie had about their old location of showcasing a bunch of brands and was happy that Jay ask us to do it first and why not involve your friends too? So we asked Angela If she was down and she was more than happy to do it. At the end of the day that whats its all about, friends getting down and doing something collaborative stuff like that and having fun doing it. We enjoy doing stuff like this and hopefully we get a chance to do it in another state.
In the Summer 08 collection there are skulls, stoneheads, and tiki gods. Is it an important part of the brand messaging or identity? Or is a tribute to the Hawaiian culture?
RT: I believe that was our Summer 08 collection. It was based on taking a vacation to the South Pacific islands and what we would bring. I guess its a part of branding cause that's where we are from and always love that part of the globe.
ES: The South Pacific is amazing but heavily slept on. There are thousands of islands each with it's own incredible culture and long history and the pride of islanders is really intense. Try messing with a Tongan or Samoan...
Tell us how the recent collaboration came about-In4mation x Irons x Fiberops?
RT: Irons and Alyasha is good peoples and close friends of ours. We have always did collaborations with Irons and Fiberops and just like the same stuff. I just was playing with the graphic idea and it fit more with what they would do so one day Aly was in town and stopped by the showroom and I showed him. And just said lets run a triple threat and it was game on.
How do you see your brand paving way for other locals to branch out into clothing or better yet as a business?
RT: It's all a cycle and see that its also coming around again. Back then it was Town & Country, Hawaiian Island Creations, Maui & Suns, Local Motion. All started in the middle of the pacific and now we have this chance to try and make a name for ourselves. We want people know where we're from but also repsect our aesthetic as a brand as a whole . We wanted to let people see our true aesthetic for the brand and avoid using the word "Hawaii" to sell it. We started with barely nothing and opened a store and now doing a full brand with mens and womens cut-n-sew.
In4mation has some controversial graphic T's such as Kate Moss (whom I enjoy her style) and Blow Blows, why design it? What is your process from initial concept to producing it?
RT: We love Kate Moss as much as anyone does and notice that a lot of brands just throwing her on tees. So it was just our social commentary about it. Blow blows actually came about when a good friend of mind was talking about all of our friends that do cocaine. So she simply said you should do a shirt called blow blows. It was easier to illustrate a bloody nose than someone cracked out like their on 20 cups of coffee or partying the whole night. If sex don't sell the drugs always will....
For the spring line, how would you describe the theme? There was a HUGE response toward the Sharky, Octopussy, FeedMe tees as well as the bullet scarf - how do these tie in altogether?
RT:Our spring line, we called it "Purveyors of the Good life" pretty much the best of both worlds being from the beautiful islands of Hawaii and being able to work and live in Manhattan. Island Hopping from the pacific to the atlantic. We wanted to have that island vibe with a city slick feel to it. Our graphic work is always random and Elska and I always tend to be sarcastic with some of our tee shirt graphics. Octopussy was just something out of the deep blue and felt like illustrating one day and just added it into the line. I just wish I had more time to illustrate stuff. Sharky came from that line "Big fish eat the little fish". Elska is just out there with her day tripping with Feed me.
ES: Yeah, "Purveyors of the Good Life" is definitely about finding the ideal balance between island living and city slicking. It was a way for us to bring that relaxed style to a city aesthetic and vice-versa. People always perceive that growing up in Hawaii (or Australia) is paradisiacal, but yet we still choose to live in the city (for now!), so we wanted to combine the best of both worlds - hence the good life. The AK-47 bullet theme really came as a reaction to the guns/bling/bang aesthetic that's so prevalent in clothing. I wanted to make something really appealing and graphic; but switch it up so that it has nothing to do with being hard and gangster but something almost organic looking like patterns in nature. "Feed Me"- well I could tell you it's some social commentary on corporate America gorging itself on the pain of others and trying to rule the world, but really it's just one big long graphic trip down fantastical lane; Mickey in outer space with shroom eyes and bullet teeth, 'nuff said about that....
What would you want your consumers/fans to know about IN4MATION's past, present, and/or future?
RT: That we're a tight family and want people to know that we're fun, humble, real, honest, loyal and respect the work we love to do.
ES: It's all about the Ohana; past, present and future.
photo credit to commonwealth
Thank you so much Todd, Ryan, Jun and Elska! Its been a pleasure getting to know you.
You can get their clothing at In4mation online store
If you're around the islands check out their retail spaces
226 Lewers Street #L206
Honolulu, HI 96815
Phone: 808-923-0888
1050 Ala Moana Blvd # 1310,
Honolulu, HI
(808) 597-1447
*All photos, unless noted, credited to In4mation in house photographers.
This interview can also be seen on Yoshi's Page on Fatlace
