REMEMBER INDY THE LABEL?
by Bronson Christensen·
This is her now. Feel old yet?
I felt anxious about the change. You guys and your opinions are truly the only ones I really care about. So I wondered how you’d react. I mean it is a little nerve-wracking. Like introducing your kids to a new boyfriend. But this boyfriend is like way hotter with tattoos and stuff.
I should have known you guys would show up and make me feel validated. Just like you always do! You love the name just as much as I do and that’s really all I could ever ask for.
So why the change?
Well. The story is, I was sitting on a train in Italy this summer. Laying on my back, my head propped up on my lumpy backpack. I had time to kill and so I was scrolling through Tumblr, probably trying to hurt my own feelings or something. I came across a picture of a ghost with the word ‘LONELY’ scrawled across the bottom. Ghosts have kind of taken over my life since we launched the brand, so I naturally screenshot any ghosty Inspo, and this one was cool. It had a cool vibe. I couldn’t get it out of my head. “Lonely Ghost.” It just sounded cool. I started scribbling in my sketchbook, “lonely ghost” on some poorly drawn sweatpants, and my heart started racing. By the time our train arrived in Lake Como, I had sketched the entire collection that we are launching in a few weeks. I couldn’t wait to get back to the states and show Bronson my idea. “The Lonely Ghost Collection.”
Weeks later, that day came and he was stoked. He loved it, just like I did. We sat there on our computers, and about 5 minutes later he says out loud,
“huh. that domain is available.”
I was like, “What domain?”
And boyyyy when I tell you a physical embodiment of a real-life lightbulb appeared above my head and flashed brighter than the sun… you won’t believe me. But it happened. I’m pretty sure.
We gotta change the name.
It took me weeks to build up the courage to pitch the idea to my business partner. Indy The Label had been almost a year in the making. We had dedicated hours and hours, sleepless nights, and so many t-shirts already! But I felt it was right. Indy The Label always felt temporary anyways. And while I’m so proud of every single item we dropped in that time period, It did feel a little “Jake Paul-ish” to walk around town wearing my own name on my shirt.
He loved it, and 3 months later, you all do too. Relieved, but not surprised. Its dope and you guys are dope.
What I envision for this brand is way bigger than t-shirts and even ghosty lighters. (But like come on. You know those are sick.)
I want this to become worldwide. Fashion to me has always and will always be been my passion and #1 focus. (My childhood idol Sharpay Evans, loves this for me.)
I want to continually put out cool shit that I love. Since day 1 I’ve always said, “I’m not dropping anything I wouldn’t be proud to meet Kanye West in.”
Since another passion of mine is writing, I want to write. To you guys. Here on our blog. Get back to my roots. Sometimes I’ll inspire you, sometimes I’ll complain about James Charles going to high fashion events, and sometimes I’ll interview you guys.
But most importantly, I want this to be a place where all of us loners can share music, our new favorite murder podcasts, or just help each other decide what selfie should go first on our Instagram carousel. The brand community is already huge and thriving and so…so beautiful. I can’t thank you all enough for just being so nice? and cool? the way you’re treating everyone and making friends from all around the world, and getting out there and seeing the world together? Whew! Makes me cry. We’re all a little lonely, but that’s exactly what this brand is for. To give you a place to be lonely…with other people. Really cool people. With really good style.
So anyway I’m so happy the secret is finally out and we can finally start saying it. LONELY GHOST CLUB FOREVER!
Now if we can only figure out how to change our username we paid some kid in Russia $500 bucks for.