Drumaq does it all: music, content creation and creative direction. Now, he’s launching his own brand called Snow’s Pond.
It’s a genderless boxer brand inspired by the place Dru spent every summer growing up in Canada. “I like to say it knew me before I did and saw me through every stage of life,” he tells PAPER. “These boxers are a reflection of my love for this place — the textures, colors and patterns are all reminders of my childhood.”
The first drop launched internationally on Friday, November 22 and included six pairs of boxers all made of 100-percent cotton, featuring two styles: The Sweetie Pie and The Gemini.
Below, Dru tells PAPER all about launching his own boxer brand.
What motivated you to start the brand?
Boxers are an absolute staple for me and are pretty much the base of every outfit. I always wear my pants low and show off the top of my underwear like it's an accessory. It got to a point of doing it everyday where I was like wait... I could make this so much cuter - and now we're here!
What was the inspiration behind your first drop?
The inspiration for Drop 1 is all pulled from my summers spent on Snow's Pond as a kid. The colors, the patterns, the mismatched buttons — all reminiscent of one of my favorite places on the planet. Creating these styles was so effortless cause I just listened to my inner child and let him guide me. I think Drop 1 really showcases that and the core of what this brand is all about. It's always gonna be playful.
Are there any special techniques or technologies you’ve used for these boxers? Are there any unique details or design elements that people might overlook?
I think the frilly waistband on The Sweetie Pie boxers are really special. And the star and heart buttons on the fly are so damn cute... like heart-melting cute. Literally every little stitch was placed with intention and love.
What was the concept behind your first campaign and what sort of storytelling are you trying to communicate?
I really wanted to paint the picture of Snow's Pond so everybody could really capture the essence of this place. I knew from the jump I wanted to work with Anthony and together we made it happen! Bunnies, ATVs, mud and everything in between. I was like, “Uh, how the hell are we gonna pull this off?” But we did it. Shit was so cool to watch come to life.
How does your background influence your approach to what you do?
It's funny, As a teen I used to run and hide from my background - and now all I want to do is embrace it and share it with the world. I'm truly so proud of my roots. I'm from such a unique little corner of the world. That's what makes me, me. So Snow's Pond has been an outlet for me to share that. It's been really cool.
What’s next for you after this collection?
Getting on a plane to go home to hang out with my family for the holidays. Might even spend a night or two at Snow's Pond while I'm there! Oh and let's just say Drop 2 is already done. Hehe.
Available now at snowspond.com.
Photography: Anthony Nguyen
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