“A community, a mindset, a way of life.”
Cultivated by founder Jordan Hall; a 25 year old creative of British and Caribbean roots. Born in North London, raised in Cambridge and currently residing in and working out of South London. Jordan has spent the past few years developing an initial passion project into a multimedia brand and community exploring fashion, music, art and culture through design, commentary and creativity. FORE is an ever-evolving hub for self-expression, creative discourse and collaboration.
“A force and a gift.”
Jordan, who founded FORE during his studies at Chelsea College of Art (UAL 2019) shares how impactful the community is to him.
“It’s a product of my ideas, interests, my tastes and identity - it’s my child.” This brand is an extension of himself and is the bridge between his creative mindset and creative outlet.
FORE, and all of its people, bring Jordan a sense of community and togetherness. “It also enables me to work with other amazing creatives and businesses, all whilst creating opportunities for others and supporting myself financially - what more could I ask fore?”
*FORE THE COMMUNITY EVENT SEPTEMBER 2022
Last month, Jordan sat down with Persia Libby and Rhea Mehra at his South London studio to talk about the all-encompassing world of FORE, breaking into the fashion industry, and the creative inspirations that drive him.
Interview transcript
INTERVIEW COMMENCED: Saturday 17th September 2022, 16:20pm
[INTERVIEWER]: So tell us, what does FORE mean?
[JORDAN]: The word FORE itself bears no meaning - it is a prefix. Meaning that its value and definition only come when used with another word, for example ‘Foreplay or Foreshadow’ somewhat reflective of the core ethos of the brand - value in collaboration.
By definition it means to be situated ahead of or in front of, alluding to the forward thinking and progressive nature of the brand vision. The tagline sums it up though - ‘A focal point; without definition or constraint’ meaning it is ever changing and void of any singular definition - it can be any and everything.
[INTERVIEWER]: When and why did you start?
[JORDAN]: The concept of the brand is something I first imagined during university. In between studying and working, I found myself tinkering with shoes, pulling them apart, reselling and creating things on PhotoShop and Adobe CS. I've always loved creating, it was only when I attached a name and a logo to it that I was able to fully channel my creativity with real intention. It started as nothing more than four letters typed onto a screen and a Nike trainer with some glue and a patch of fabric.
[INTERVIEWER]: How would you describe the culture of FORE? What makes you different from the rest?
[JORDAN]: FORE consists of a number of key cultural drivers: creativity, community, collaboration. In some respects you might define it, like any subculture, as anti-establishmentarian, rebellious and yet somehow inclusive. In reality it is the need to question everything. The foresight to not accept everything you're told, but rather dive deeper, dissect the thing in question and form a perspective of your own - one that may not be one of the majority…
The creative industry, especially within fashion, is built off the back of gatekeeping, plagiarism and exploitation. It’s competitive, hostile and exclusive in nature but I NEED people to know that you don’t have to play the game… FORE is a platform for creative collaboration. A focal point for collectivity and community that empowers both creative and consumer. Whether it be a photoshoot, clothing design, music video, marketing campaign or anything of the sort, everything is created as a result of continuous and open discourse, collaborative input and complete synergy between the brand, the creative and those who consume the product or content.
Make it stand out
[INTERVIEWER]: Where do you take inspiration from?
[JORDAN]: Personally, growing up my idols were Tyler, the Creator, Kanye West and (of course) Virgil Abloh, which I feel is represented in my work and my diversity as an all-round creative.
[JORDAN]: With regard to the brand itself, I take inspiration from anything and everything. I draw from personal and communal curiosities, cultural events past, present, future and most importantly… random passing thoughts and ideas haha! My mind is a battlefield of intertwined ideas, shooting off in every direction - some land, some don't. I could be having small talk with someone then catch a word they say or see something, 5 minutes later I've got an extensive notes document in my phone of a fully rounded project with a completed list of deliverables and a person assigned to every responsibility.
You can be inspired by everything around you and find value in the most unlikely places.
[INTERVIEWER]: What are your company goals? Where do you see FORE five years from now?
[JORDAN]: I look to grow FORE into a household name, firstly in London, then the wider UK and ultimately the rest of the world doing pop-ups in different visiting cities and countries.
The aim is to grow an in-house team and continue to work collaboratively with both individuals and brands. We shall have permanent studio premises in London, acting as a communal creative hub. The aim is to run a successful blog, podcast and printed magazine. I see the formation of some sort of consultancy and/or management agency, supporting other creatives on their own journeys.
[INTERVIEWER]: Besides apparel, what other aspects does FORE look at?
[JORDAN]: FORE shouldn’t be defined by its products and deliverables. The focus is more on the message being conveyed and the concept that's being explored. Whilst the exports include clothing and garments, the real value is in the surrounding context and each person's own personal response to the material. It is not a clothing brand, it is not a creative agency, it is a focal point; without definition or constraint. It can be anything you want it to be.
[INTERVIEWER]: Are there any opportunities for upcoming creatives in the community?
[JORDAN]: I’m looking to start working with more students and recent graduates, giving them opportunities to find their feet leaving education and get some experience under their belt before looking for work or venturing into self-employment. If anyone should wish to work together they should drop me an email at: foreapparel@gmail.com with a proposal and we will see what we can do!
INTERVIEW CONCLUDED: Saturday 17th September 2022, 17:32pm
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