interview: KATRINA PERALTA
photos: ALEX YELIZAROV

“Create, Destroy, Repeat”
That is the basis of Die Constant’s vision.

“F*ck the environment…”
That is the designers’ advisory on being fairly environmentally conscious.

You can love it or hate it but Alexis Moreau is the discreetly dashing, in-genius, witty mind behind Die Constant who stays true to his game.

“…it’s not always going to be your cup of tea”, says Moreau about some very few opinionated… fans if you will.

A designer, who has a keen eye for urban, abstract art, holds a fashion line for controversially attention grabbing, tastefully dirty, and stylistically designed graphic tees.  Available local for both men and women, Die Constant carries itself uniquely with details that are so mind blasting it’s as if the designer takes a plethora of dreams (and dirty thoughts) and spits it on a tee (no pun intended).  Designs made for the street are embellished effortlessly with a can of spray paint using vivid colors. And just when you think you’ve heard it all before, Moreau definitely aims high for shock value (and never misses) by adding humorous tag lines and famous quotes of political irony.

The Modline.com got the pleasure to meet with Alexis and catch a behind-the scenes peak at where it all goes down; the Die Constant domain.

Could you tell us a bit about yourself and your background in art and fashion?

Alexis: Well I’m a professional graphic designer. I love doing design and artwork but I found that doing artwork for design studios really took the fun out of it. Understandably catering to clients just kind of zapped. The last thing you want to do after a long day of work is to go home and do more of it… so I’ve worked a number of projects where I can be my own boss and I guess its ideal for most people…

How long have you been in the fashion industry for?

Alexis: For probably 4 years..

Could you tell us a bit about the history of Die Constant; from its vision to it’s establishment?

Alexis: Well doing graphic design, I’ve done work for a couple of apparel companies. I’ve worked as a freelance designer for a number of fashion lines…I’ve found the same routine, it’s just to kind of fill up …no real message, no substance…it’s just very trendy ….even street wear brands, it’s just trivial and silly…I don’t want to hate on anybody but it’s just that…there’s no substance…

So you came up with Die Constant.

Alexis: Yeah, [a line] kind of where the content and the message comes first and then [it can] visually reflect that—which [is what] graphic design is…

But the Fashion industry is constantly changing….with Vancouver being such a city with a variety of expressions in fashion…How did you find the right style for Die Constant?

Alexis: I used to put the little flower girl with the rifle and post it around Vancouver and I know people took pictures of it and put it on flicker and there was discussions and stuff…I suppose it could be seen as selling out as far as graffiti goes –putting it on t-shirts and making money out of it, but I’m not getting rich so….yeah that was probably the first for Die Constant.  But it was also, always really looked at, especially in the states when I lived there, they’re really militarized and familiar with just day to day acceptance of military and military action such as driving hummers and wearing camouflage clothes…so yeah still putting it out there…[it] was a hit so…

In art, there’s really isn’t a right or wrong and a good or bad, how do decide what’s good enough to showcase?

Alexis: I don’t really do a lot of market research or try to come out with graphics that are going to sell the best but more to a certain extent of what I would like to wear or what I like…

That’s the best way.

Alexis: Yeah, a good friend of mine, a real talented artist, that’s what he, had told me; his words of wisdom, he said: “just be true to yourself, don’t try to appeal to whatever demographic or whoever”. ….especially if it’s controversial, more people need that …or want that…

Well a lot of people like that (controversy) right…

Alexis:  …yeah, but not controversial for the sake of it. Shock value; something that brings attention to a certain subject.

As a designer, I’m sure perfection is always what you want to achieve, do you ever look at a finished piece and wish you did it differently?

Alexis: Oh yeah, all the time. And I have re-worked old graphics that never went in or never got finished and spruce things up. I believe in not to half ass it and not to second guess and work smart. Don’t always second guess yourself or hum and hah, but always move forward.  If you have a secret idea or a secret weapon or some big idea, well use it and you’ll come up with a better idea and constantly move forward and profess and you always get better right…

I guess that’s how you “loosies” came about?

Alexis: Yeah, that’s pretty much how it came about. Also a lot of my friends have old clothes they had given to me and said, “hey why don’t you print on this…”  And yeah it all came about like that…

Let’s get into your 2010 line, what do you hope the kind of theme/message the graphics in the new line portrays?

Alexis: I guess the on-going theme of girls, guns and graffiti. But then, not everything has any of those three in it…I’m trying to diversify; I like to talk to different artists and mix it up with different styles.

Die Constant is showcased at a lot of shops and galleries as well as contributes to various elements of art from literature to tattoos, are there any plans to open up shop with retail and service?

Alexis: Oh yeah …well I actually owned a shop a few years ago in Gas town; Defcon 5, but it had a break-in and it was kind of in a dicey area…still is but from that experience…it’s a lot of work. I prefer to be behind the scenes. I have grown a lot in that area doing a lot of trade shows and craft fairs…being forced to talk to people.  …What’s great is I always get such a response from people….y’know it’s not always going to be you’re cup of tea…

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http://dieconstant.com/

Die Constant can also be found at these local boutiques:

The Goods – 335 E. Broadway, Vancouver

Planet Claire -  212 Abbott Street, Vancouver

Riot – 1395 Commercial Drive, Vancouver

The Fall – 644 Seymour, Vancouver