Ricky Iuliucci is a 21-year-old DJ/Music Producer/Graphic Designer based in Philadelphia, PA. As an individual, he has supported acts such as Justin Bieber, Martin Garrix, and Steve Aoki but we are here to talk about his new venture ‘Location Project’. The idea for the brand came about in the summer of 2021. whilst brainstorming business ideas for his Senior project. Clothes felt like the perfect middle ground between non-music-related interests and a business experience.
Q – How did you come up with the name ‘Location Project’? Does the title have any personal meaning to you?
A – The name came from my long-time use of coordinates on my personal Instagram page. When I was little, I would read through my Father’s maritime and boating books. These maps and passages on sea travel are where I pulled inspiration for marking the coordinates of my social media posts. The idea of naming a clothing brand “Location” based on this geographical ethos felt like the next logical step.
Q – Over your research period, have any brands been at the forefront of inspiration?
A – I admire the design languages of the Lego Group, Apple, and CB2. I find inspiration in brands that maintain their core design values; yet continue to refine and add to their visual branding. Lego’s introduction of new individual pieces over the years continues to grow its creative toolbox. However, its ability to combine pieces decades apart into one cohesive set is a testament to its long-term design ethos. I like to think that a brand per se is just a common denominator underlining everything it touches.
Q – How many of you work in the location project team? Does everyone have their own sections of the project to focus on?
A – When it comes to product development and design, social media, and fulfilling orders it’s a party of one. When it comes time to produce new products at the full scale I have three friends who help in the sewing and the printing process.
‘’Point blank, I like clothes. To me, they feel like a tangible form of music. There is a different mood and energy behind a garment, in the same way, there is behind a song. The piece can create a mood and determine how your night is going to go. Clothing acts as a mirror of how you are feeling at that moment.’’
Q – What advice would you give to any young creatives who are looking to start a brand whether it be fashion or otherwise?
A – I am very new to a tangible product. I’ve released music for years so I have a cursory knowledge of marketing a product. However, the closest thing to selling something physical I have come to prior to this project is tickets to my shows. My advice would be to scour the internet and search for better advice from far more established creators in this field. That’s what I’ve been doing.
Q – ‘Location Soundwaves’ is a large part of the project and ties in perfectly with ‘Location Project’ could you tell us a little more about this secondary project and how you’ve synchronised the two together seamlessly?
A – The idea behind “Location Soundwaves” identity is to close the gap between clothing and music. It’s my “cheat code” to focus my ideas. Currently, the only customer-facing Soundwaves content is the playlist. This playlist is constantly updated with music I pull inspiration and design from. Down the road, there will be more to this, in both product and live events.
Q – What is your favourite location or setting to surround yourself with?
A – Not entirely sure to be honest. Anywhere with a beach or busy city is a good start…
Q – what are your brand’s intentions and ethos moving forward and how do you hope to progress?
A – I plan to continue to explore my ideas and perception of what the modern-day take on streetwear is. The idea of releasing products in “series” instead of the traditional Fall/Winter, Spring/Summer schedule allows me to operate at my own pace as I’m no longer married to a timeline. Working in Music is hectic and busy (Not complaining, I love it), so being able to design and release without a formal schedule allows me to multitask between products far more effectively. From a brand perspective, I am to establish a niche following for contemporary “nightclub” attire; develop the proverbial uniform for Electronic Dance music.
‘I look forward to continuing to use this project as a personal creative outlet and expanding my knowledge both with my artistic and business abilities.’
Written by Adam Peter Hicks for Client Magazine