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“The Matix slogan can be encapsulated in one word - progress. We try to manifest this into the design and create a look that is timeless,” according to Mike Gomez, Matix’s Creative Director. “This means we hopefully offer fresh and fun designs that are free of the expected trends, as well as being clean, cool and easy to wear.”

Matix was founded in 1998 by Brian Dunlap, along with his brother Kevin, Tim Gavin and Daewon Song. All avid skaters, they were also key players in the creation of the DVS shoe company.

“It has been a long road since then,” points out Dunlap. “Matix has had steady growth, but things have skyrocketed over the last few years. In 2006 we launched a new logo that really set a standard for what Matix is all about. Then everything just started clicking at the same time.”

DVS specialise in shoes, whilst Matix creates the clothes to go with them. These include jeans, jumpers, shirts, hooded tops and hats of varying styles. Think Bench meets Carhartt.

“Our inspiration comes constantly from new sources,” says Gomez. “It could be the bathroom wall in a pub, a Malcolm X documentary or vintage furniture stores. Plus, we look to our contemporaries to fuel the friendly but competitive fire. But Matix is still new to a lot of people, compared to other brands.”

“I think we have a great group of designers right now,” adds Dunlap. “Most of the people here at Matix have been with us for years. We work as a team and make decisions together. Not one person always makes the final decision. We have a White Label line which is where the designers really get to express themselves. The designers can use fabrics, applications and styling that normally would be too expensive or out of touch for our main consumers.”

Dunlap has high hopes for Matix's women's wear line. Despite originating as a
solely menswear brand, Matix had a female head designer in 03. She urged Dunlap
to allow her to create a few women's pieces, which in turn led to the creation of
Matix Girls.

"We see the women's brand as more fashion forward. It doesn't cater for sports but, rather, appeals more to our customer's feminine side," says Marketing Manger Lori Epner. "All products are created to be durable and of the highest quality, but Matix Girls is definitely influenced more by the style and trends going on around us.

The typical girl who would wear our pieces is confident in her style and progression through life. She's spontaneous and fun in her fashion choices and isn't afraid of being a leader amongst her peers."

After almost ten years of successful operation in the U.S., Matix entered the UK market. However, with surf, snow and skate boarding arguably enjoying a lower profile in the UK, how concerned is Dunlap about the achieving the same success here?

"I know it is going to be difficult in Britain to get Matix to the position it enjoys in the States, but we've been working hard to get the right people in place and have added a European Marketing Headquarters in the United Kingdom. It is very important to have people in countries that really understand the needs of that territory. I agree that surf and snow are not as popular in Britain. Matix has been built around the skateboard industry and I think that the skate scene in the UK is as strong as in the States. Hopefully that will lead us to success here.”

words: Andrew Laughlin

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