20071204_dullclothing.jpg

Dull Clothing Launch at UKULA


Contributed by Natalie Taylor

The one word I think of after my experience of the launch party at UKULA for The DuLL Clothing Corporation is opposites. I expected eager university students awaiting the arrival of Indie outfit Madrid, a line up and some guy selling a T-shirt or two in the back. In fact, there was no line nor many university students, Madrid contributed to a vibe that was down-tempo and ambient and there were two guys selling more than one T-shirt in the back.

The brainchild of Rotman MBA graduates, Jonathan Elias, Tom Hyde and Dave Aycan, DuLL came together as a creative outlet from their corporate gigs in consulting, and the sarcasm can subtly be shown within the details of the garments. For instance, the logo of a sad face strategically placed on the side of the shirt, as Elias likens the word "dull" as something that is "unimaginative and boring which in effect is sad because we're anything but." Side seams are turned inside out and refreshingly, all shirts are homegrown; cut, sewn and printed in Toronto.

There is a frenetic and youthful energy about DuLL's designs. Says Elias, "We saw nothing that we liked when we were shopping so we decided to come up with our own line." Decidedly so, their website clues you into the owners' inspirations, which are featured prominently on the shirts: vinyl Japanese toys; hip hop and indie music as well as skateboarding and urban street culture. More so, it references a "low brow and graffiti" artistry that contradicts the air of pretentiousness that can be found in the message of other T-shirts being sold within the hipster zipcode (Queen West et al) but within reasonable price (around $55 per shirt).

As for expansion, the guys are focusing solely on the shirts but hope to expand into mens' hoodies, track jackets and pants in the upcoming year.

The DuLL Clothing Corporation is unlike its moniker: it is for guys who dare to be different and aren't afraid of showing it - a breakaway from the metro-sexual uniform of skinny tie, button down and v-neck sweater combination (not that there's anything wrong with that...).

You can find DuLL Clothes at the following retailers: UKULA, Uncle Otis, Magic Pony and UPC Boutique.


Join the conversation Load comments

Latest in Fashion & Style

Toronto's most famous antique store is closing

Popular Toronto consignment store closes abruptly

Toronto startup makes clothing out of diverted waste

The top 5 warehouse sales in Toronto this spring

West Elm is opening a new Toronto location

The Forever 21 at Yonge and Dundas is closing

L.L. Bean opening first Canadian location just outside of Toronto

You can now hire your own Konmari consultant in Toronto