Three Rook t-shirt designs, all drawn by co-owner Joe King.
Running beneath the streets and keeping it grimy with youth spirit is a new breed of clothing company called Rook.
Headed by local freelance illustrator Joe King and his friend Jonathan Garcia, Rook has developed from a graphic t-shirt company into a worldwide entity. And it is the artwork behind Rook that has helped develop the subgenre appeal to the brand. I recently sat with King, co-owner and art director, to discuss his work and philosophy in his studio in Long Beach.
“At an early age I had a strong interest in fashion and the latest trends and was always striving to be different and explore alternative styles,” King says. “Skateboarding also provided an early exposure to art and creating a sense of self identity. It was an expression of style not only on but off the skateboard.” Back then, he listened to underground music, including punk rock and hip-hop, all of which provided the bridges he needed to eventually create his own art and clothing brand years later.
King has developed his style beyond traditional pen and ink. Pulling inspiration from comic books, Garbage Pail Kids, Mad Magazine, heavy metal, graffiti, pop culture, as well as traditional masters of art history, his ink work is detailed and precise. Using an arsenal of mark-making instruments and cotton handling gloves, Joe rarely works on canvases larger than a tabloid-sized sheet of paper. And in most cases, he completes a traditional work of visual art before it is prepped for printing on textiles.
Joe King at work. Photo courtesy of Joe King.
Beyond King’s own artwork, Rook “curates” a selection of art from an elite crew of outside freelancers.
“In the early stages, we always had the idea to highlight or introduce a new artist to each season,” he says. “…We always want to mix it up with different styles or ideas. We want each season to look different from the next and we have been fortunate enough to work with an amazing crew of artists that helps make that happen. We always want each line to feel like a collaborative effort and we believe you can produce great work once you ask questions.”
In an industry that is driven by logotypes and font-heavy designs, an art-driven brand is refreshing—especially for a successful local company. I asked King about what makes his illustrations and the identity for Rook unique in the grand scheme of the apparel industry.
“Rook is art-driven and in short, that is the identity,” he says. “The goal is to make the art and design to come first and logo and branding come second.”
You can find Rook Brand Clothing in shops worldwide, at United Boardshop in Long Beach and online at www.rookbrand.com.