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Behind the Brand: HEATDEATH

  • Writer: Holly Bullard
    Holly Bullard
  • Oct 21, 2019
  • 3 min read

The brand HEATDEATH was created in December of 2018 by photographer, Susy Solino and former Point North member, Brady Szuhaj. One of their main goals when creating the brand was to make a street/skatewear that romanticized the dark nature of science. HEATDEATH was announced on March 3rd of this year and gained support from both Brady and Susy's followers pretty quickly! The days leading up to the launch, the duo gave sneak peeks as to what the items in the launch on March 29th would look like.



Where did the name HEATDEATH come from and what’s the meaning behind it?

So it's kind of depressing!! HEATDEATH is the general scientific term for the end of the universe. It's basically a point so incredibly far out into the future where almost all stars will have burned through their fuel and died. The universe will be black and cold. We were like, well that sucks but there's something beautiful about that too. This was the start.



When did you guys decide that you wanted to create a clothing line and what was the process like from the starting point to now?


Well, we were in Florida together over Christmas break. One night we were drinking and watching science YouTube videos, and we started going down the rabbit hole that was HEATDEATH. We had spoken about wanting to make some kind of physical art, and after watching those videos Susy was like "Clothing line. It's called HEATDEATH".


The hoodies you just dropped have the tagline “may we meet again”, does that have a special meaning to either or both of you?


This line came from Susy as well. We wanted to romanticize the depressing reality that is the concept of HEATDEATH, so that tag line plays with that. "Even though this all will end, I hope we may meet again. Somewhere, somehow". Along those lines.


This first drop was limited edition, will every drop be that way or was this a one time thing for the brand?


That's the plan! We make everything ourselves, so each drop is a massive undertaking. Every drop will more than likely consist of limited edition items.


Speaking of drops, do you have an estimated date of when the next one will be? And how many more drops will fans be seeing in the next couple months?


We're in the middle of planning the next one :) I'd say keep an eye out this summer.


What inspired the aesthetic of all the promos, the website, and for the brand overall?


We wanted to combine minimalism (think Apple) with romantic science & skate culture. It's still the early days, but creating art that can be worn is so exciting as a medium.


The first drop was Friday, March 29th, and you sold out of the initial planned amount by the next day, were you shocked that so many people bought the hoodies and shirts and wanted to support your brand?


It was entirely shocking. Susy and I were completely freaking out as it was happening. Within 10 minutes there was like 30 or more orders, my phone kept freaking out from all the notifications. I haven't done anything that wasn't music that got this much support right at the start, and it definitely got an emotional reaction out of both of us. It still blows me away.


Does the maze on the website and hoodies symbolize anything?


The maze was inspired by something called Daedalus' labyrinth which is another design aesthetic that Susy wanted to incorporate into the brand - ancient mythology. Originally there was text underneath the maze design that gave a description of who Daedalus was and what his labyrinth was built to do, but it didnt come out very well in the printing process so we decided to just leave the maze as an aesthetic piece. More mythological-inspired designs will come later :)




Follow the brand at their social media links below, along with Brady and Susy! Keep your eye out for the next launch and make sure to sign up to get emails from them!


 
 
 

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