LQQK STUDIO is a Brooklyn-based print and design studio that uses traditional screen printing techniques to produce T-shirts for New York's leading artists and designers.
They were once known only to those in the know within the industry, but after their original graphic tees and DJ events gained attention, they have evolved into one of the leading brands in the New York culture scene. When they first started making their own original clothing, they only made a few hats and t-shirts and sold them to friends, but starting this fall/winter, which marks their 10th anniversary, they have shifted to releasing a substantial collection twice a year.
For founder Alex Dondero, the challenge is a way to "keep doing what I love."
"Until now, we've designed and released our products as we pleased, without following the industry distribution schedule. However, this made it difficult for retailers to handle our brand, and they were put off by it (laughs). That's why we focused on online sales, but now we feel the importance of having a shop in order to convey the story behind our products. We also hope that by releasing our products seasonally, we can increase their availability in stores, allowing customers to actually touch and see our products."
An original T-shirt featuring designs including photos of the Brooklyn studio where the brand is based. 
This fleece, inspired by house records, has a special design with a knit outer layer and a shell inner layer. 
Founder Alex Dondero.
Collective energy in clothing
What's fascinating about the brand LQQK STUDIO is that while it brings together independent New York creators, the group itself continues to produce a culture that is deeply rooted in the New York scene, by being active DJs with regular gigs at popular clubs and creating a new physical space called 109 Montrose where they broadcast their original mixes on Caffeine FM. Through fashion, they continue to communicate the ideal of a supportive community, which is necessary in a city as desperate as New York.
“Like the apparel line of Liquid Sky, a techno/rave shop by Carlos Swinger that once had a store in New York, we want to support the culture around us and inspire many people. I think we’ve become fairly well-known, but the people who actually wear our clothes are friends of friends, or people who understand our DNA in some way, so I don’t think the brand has strayed too far from who we are. I don’t think we’re doing ‘fashion’.
It's like merch (original goods for musicians, etc.). Clothes are just one aspect of our identity, so it's not a typical fashion brand. Next, we might be making furniture. That's also what LQQK STUDIO is about."
My number one work tool is a screen printer. 
The studio is lined with rows of records sorted by label, and he also runs his own label, 369 Records.
This new collection is centered around what Alex himself would like to wear, and incorporates many basic items that will form the foundation of the collection.
"I plan to work in the printing industry for the rest of my life, so it's not okay for my clothes to get dirty. The two themes for this collection are the functionality of workwear and the rave scene, which is characterized by bold graphics and colors. I also incorporated classic elements that can be worn by a wide range of people, such as oxford shirts and fleece.
For example, to me, "trad" means basic. Simple pants and shirts are the foundation for adding layers to create your own style. I want people who don't know us to use these basic items as a stepping stone to wear LQQK STUDIO. Our next challenge is to consistently produce products and get people outside of our circle to know about us."
