Plateau Online - "Sweet Cheeba"

Cheeba is the pseudonym of the brooklyn based designer who has been making a name for himself by selling quality clothing with unique designs. One of his Tees, for example, displays an image of Jesus along with the scripted words, "Fuck You, Praise Me." Eye catching designs like these, all under the brand label "Sweet Cheeba" have been making those in the industry bat their eyes at the locally distributed designer. Cheeba took out time to talk about what's he's been up to and how he got to be there.

Plateau: So for those who don't know about "Sweet Cheeba" the brand tell us a little about it?

Cheeba: It's really just... Well I can't really sum it up because it's more of a lifestyle and we basically promote people doing what they love. Doing what they fell is possible/impossible. Just having that view of living your life and doing whatever you like because you only have a short TV show on this earth.

Plateau: Probably a dumb question, but where did the name "Sweet Cheeba" come from?

Cheeba: It's not because I smoke a lot. I mean I do, but it's not because of that. Actually I was getting a company together with a few friends of mine called "Black Box" and we were going to do clothing. One of the names I was pitching for us to have was "Sweet Cheeba" and they were like "Ahh Na I don't wan't people to think we are hippies". So when Black Box dispanded I kept "Sweet Cheeba"

Plateau: Did you setup the creation of "Sweet Cheeba" as a major goal?

Cheeba: It's kind of just turned into doing what I do on a regular basis because in order to sell the lifestyle I had to live it. I could not really work for someone else, which is so annoying. I just couldn't do it. I feel like with artists the best art comes from struggle. So I feel like I had to start off that way.

"I feel like with artist the best art comes from struggle."

Plateau: How do you feel about being an independent brand in a highly commercial world?

Cheeba: I mean it's cool. There's a lot of love at this level. A lot of Indepdent brands hang together to cool out. It's not like people have beef. People really help each other out. For sourcing I could call any other small brand I know and say "I need help with this" could you recommend me someone and it would be no problem. As far as being in the commercial world thats like the tricky part of it because once your brand is no longer indie you have to maintain that street level appeal.

Plateau: Do you feel like Indie has become the new commercial? Where people prefer to have a Indie brand instead of something at Macys or another commercial retail store.

Cheeba: I think they do especially coming from a vintage background it gives more of that aesthetic. Like you can have a very limited thing maybe like a 50 or 100 shirt run and not expect to see 1,000 people with the shit on. You can still feel special like "I got this shirt. I got it, you don't got it". It's not like Macy's where it's like a 1,000 of one shirt.

Plateau: Where do you get your inspiration for your clothes?

Cheeba: Hmmm, 90's, 80's, hip-hop, pop culture, life. I'm from Brooklyn so I guess I'm heavily 80's hip hop influenced, growing up during that time.
Also my life and being aware.

Plateau: What can people expect from "Sweet Cheeba" in the future?

Cheeba: More dynamite shit at a reasonable price. I won't try to charge you like $70 for a t-shirt. You can still get fly on a budget.

Plateau: Where can people get your clothing right now?

Cheeba: World, Vault, Pieces, Goliath, Solefood, Coat of Arms. I'm about to expand out of state also.

Plateau: What would you say to the Indie and Lifestyle designers coming behind you?

Cheeba: First of all you got to be true to yourself and have a self awareness of who you are. Don't try to be like any other brand or any other person. Your just gonna be like a fucking knock off. Which is a thing that has been going on once t-shirts started and people saw that independent brands could be successful. Everybody wanted to do t-shirts. And everybody's t-shirt looked like this other t-shirt. So it's really important to have something original to offer so you can find a niche.