We have friends in creative places at Sonnie. From fast cars to talking tennis balls, run clubs, records and Kiwi summer scenes, our limited-edition designer collabs are always cart faves.
Meet the local artists behind our custom capsule prints as we take five with artist and The Seekers Co founder, Sam Dean.
Where did your interest in design begin?
I have always held a fascination with how things work and why they communicate the way they do, but my real love for art and design is thanks to my love for skateboarding. Skateboarding opened me up to a whole new world and way of seeing. I was that kid drawing skate logos in his books - I was suddenly hyper-aware of branding, and I’ve been hooked ever since. In sixth form I took a photography and design class, and this is probably where I went from interested to full-blown love. I’d been making skate films, shooting photos and designing title typography bits for years. I worked one year in a joinery factory after school and I decided then and there, I was going to be a designer - and own my own time, making my own stuff. My love for design has grown alongside my love for the freedom that comes with it.
What inspires your creativity?
I’m inspired by my life, the people in it and the passion I have for art and design. I’m a firm believer that we are all creative and almost all humans have an artistic side. I’m a full-time designer, and when you take your hobby and turn it into a business it can be hard to be truly creative. Time away from the actual design work, friends, food, good liquor, art and family all inspire me too.
I take a lot of reference from the pop cultural zeitgeist of yesteryear and love the idea of appropriation and sampling, which comes from my love of hip- hop and jazz music. I am heavily inspired by the mid-century design movement and vintage ‘50s-’90s commercial art. I have a love for the teachings of Bauhaus and postmodern art - and though you won't see this aesthetic represented in my work, the teachings and ethos are very much wrapped up in how I approach projects.
When/where are you most creative?
Creativity comes in waves, it ebbs and it flows and you have to roll with it. I am most creative when I have a clear head, a full belly and an open heart. But being ADD (af), I have to say I’m most creative in the late hours of the night or early hours of the morning, when the concept just comes together and the flow state happens.
I'm constantly looking at my surroundings, people and the experiences I am going through to draw inspiration, and forever making notes and mental stamps for when the time comes to create.
Do you have little ones in your life?
I do, my partner has two wonderful boys, who are 13 and 8. I’m regularly amazed at how both of them are such rad little humans, and it’s been pretty cool getting to become a small part of their lives. I mean, us ‘adult’ men are basically just kids too, nerf wars are a pretty good trade off for the loss of a little peace and quiet, I reckon.
What do you prioritise when designing kids clothes?
It has to be fun, look cool and be relatable for both child and parent. We create custom hand-drawn typography for each Sonnie drop, so nowhere in the world will you find the same thing, which is pretty cool.
To be honest the approach is simple. We lock down the concept, design something f*cking cool that has meaning to buy into - a favourite beach holiday, a fond music memory, a passion for the environment etc - that a parent would also want, apply the design strategy as you would when designing for an older demographic then rough it up a little... make it quirky, make it fun and release it to the world.
How would you describe your Sonnie designs?
The work I create for the Sonnie team is all about encapsulating the nostalgic Kiwi summer and injecting a little bit of our no.8 wire attitude, but making it global. We’re all about having fun and championing the playful. The Seekers x Sonnie capsules celebrate time-tested design techniques and a classic ‘no frills’ Kiwiana attitude, we always speak an important message, giving our little ones something to love everyday, whilst looking damn cool doing it.
QUICK FIVE
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What was the last thing you bought at a Four Square?Blue Zig Zags and some sour peaches
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What’s your Mr Whippy go-to? Classic vanilla choc dip, nuts and of course one must add a flake.
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Best gift you ever received from Santa? My first skateboard
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What is your most memorable piece of clothing from your childhood? probably a bit of a link to my work today… a ‘chick magnet’ Mambo T shirt I got for xmas one year in primary school (maybe like year 6 or something?) It was one of those classic mambo visual pun prints with a full noise (somewhat nsfw by todays standards) illustration on the back.
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Favourite cartoon? It’s a close call between South park and Family guy, but as a little fulla I was pretty stoked on ol’ Thomas the Tank Engine.
