Mellowed

It’s been a while since we last spoke. Please (re)introduce yourself!
I’m Darren, the Director at UNIFORM, a communications and content studio.

What were some struggles you faced when you first started your own studio?
When UNIFORM first started, we were extremely passionate about creating fashion films, but it was challenging to find clients who felt the same way, or enough to be able to pay myself a salary. Thankfully, through countless meetings, we met clients who took us on for other types of work because they found our process or perspective interesting. A fortunate pivot to brand and content strategy early on helped us gain traction while developing a broader portfolio, and led to us taking on more content and communications work for F&B and lifestyle clients that formed the foundation of everything we are now. That has organically grown to encompass many more industries along the way.

What’s your favourite part of the job?
Discovering and working with the talented people at UNIFORM, especially so when they push boundaries with the work and inspire me all the time.

Describe yourself in 3 words.
Obsessive, awkward, introverted.

What’s a piece of media that has inspired you recently?
A music video for Ishida Rikamaru’s Lonely Nameless, directed by Shohei Miwa. All of the distortions and effects were created analog and not in post-production; there’s a distinctive feel when things are created organically.

Do you have a fashion grail piece you’ve always wanted or currently own?
Still waiting to stumble upon the perfect Yohji Yamamoto suit. But I’m actually quite content with where my wardrobe is today; I think I’ve grown past the desire to chase after the next or new, and now I try to work with more timeless classics and basics.

Any trends that you regret participating in?
I don’t think I regret any; I reckon that’s just part of the process of discovering your own style, but I’m somewhat thankful that pictures of my blonde mohawk do not exist.

The most memorable meal you ate this year is—
My wife made a meal of salmon (perfectly cooked), with baked potatoes, broccoli, and a yogurt-dill sauce. It blew my mind because I don’t even particularly like salmon!

What’s your biggest pet peeve?
When people just reply with “Noted”. I reckon it’s the most cold, curt, and effortless reply anyone can use.

Any advice for someone starting their own business?
Build a team like you would your family, and surround yourself with good people who are better than you.

Darren was previously seen here, here, and here.