Liberaiders started in 2017 in Japan, choosing not to focus exclusively on a particular culture from a geographical region, they aim to provide high quality garments and outdoor products.
The brand director, Mei Yong, moved from Beijing to Japan in his late teen years, working with many of the streetwear pioneers of the 90s - all while documenting his life through photography. Using his eye in photography, Mei photographs a look book for each season that complements the current collection, in cities and locations that portray his attitude or belief at that time.
Influenced by rock’n’roll and a mission to liberate people through the self discovery of new values, Liberaiders is born from an authentic spirit of culture defying stereotype and categorisation.
We had a quick chat with Mei about his origins, history and how his travels inform Liberaiders.
Check it out below...
What is the origin of Liberaiders?
Origin in Tokyo, Japan
The brand name is mix of 2 words: Liberate and Raiders. Meaning everything has 2 sides, whether it is good or bad they both exist simultaneously.
With my roots in military, travel, rock ’n roll and photography. I want to create something that is so much more than just a clothing brand. For the past 20 years or so I have partnered with various street wear brands, right before I got 50 years old, I decide to go back to my roots and this led me to start Liberaiders. This means, leading my own life and making what I like.
You have been involved with the industry for a long time, can you please tell us about your beginnings?
I was born and raised in Beijing and moved to Japan when I was 20. I was one of the first group of kids who went abroad and experienced the underground/skate culture during the late 80’s. I met lots of young artists, designers in Japan and the States in the 90’s, and I was very lucky to have worked with some of them for many years.
Having worked with streetwear pioneers of the 90’s, what has been the most interesting evolution of this culture for you personally?
When I first started working in the industry, there was no such thing called street wear. Lots of talented young people who were the same age as me were living a life of what they wanted to do, that was inspiration for me. None of us would have ever expected the street culture to become so main stream as it is now.
You had a hand in the creation of the SSDD line from FUCT, how did this come about?
I met the founder of FUCT Erik Brunetti in 1995. I love the brand and have so much respect for him. After I started my own company in 2005, we started to carry FUCT in Japan as a distributor. Since FUCT is a California brand, most of their products were Tees and Hoodies, therefore, we had to make some clothing items to support the 4 seasons here in Japan. That’s how SSDD line started. At the beginning we didn’t call the line SSDD. Schools did not allow kids to wear the FUCT logo, so we took the first letters from a Viet Nam War phrase “Same Shit Different Day” to SSDD. And no one could tell the meaning of SSDD in Japan, haha...
You also take all the photos for the look books for Liberaiders, what prompted you shoot the 4th look book in St Petersburg?
I love photography but never use my photos for work until I started Liberadiers. The reason I shoot the 4th look book in Russia is because growing up, I lived in a socialist country and from the age of 20 I have been living in a capitalist country. I have been very interested in western culture for the past 30 years. As I am getting older now, I want to look back to my roots, and take a look at the other side of the world.
Do the locations ever influence the next season of designs?
Yes, the locations influence the next season designs.
When I pick a location, I engulf myself to learn not only about the place but the culture and society of the location.
This inspires me and influences me for my designs.
There is a sense of togetherness within your photographs, even though the locations are so culturally different. Is this part of the mission for Liberaiders?
The mission of these pictures is to show different people of different backgrounds and cultures. I want the people who look at these pictures to decide and feel what they see. This is the beauty of traveling and meeting new people. I do not want to tell people what the pictures mean, but I want the people to decide how these pictures make them feel.
Rock’n’Roll has been an influence on you, how did this become apart of your life’s soundtrack?
Rock ’n Roll has always been a big part of my life. We are the first generation of Rock ’n Roll in China back in the mid 80’s. At the time there was no record stores in China. We received tapes from foreign friends in Beijing, and we went to the WHAM concert in 1985 (the first western band tour in China). For us, Rock ’n Roll was the window/bridge to the western world.
How do you see the effect of media on people?
This is a very interesting question. After traveling many years, I always see the media in different countries speaking differently on the same issue. it’s hard to tell what’s right or what’s wrong. This is the reason why I would like to encourage youth to go out and travel and find the truth on their own. I think this is very important.
Thanks Mei!
All images from Mei Yong/Liberaiders
Questions by Anthony Kwang