Bootleg is Better is the brainchild of Avi Gold, a product of his environment growing up, having been influenced by magazines, skatevideos, mixtapes and rap videos. He was also instrumental in helping build SNEEZE MAGAZINE, a refreshing alternative format publication based on street-inspired culture. Currently, Avi splits his time as a creative consultant on various projects whilst creating his own graphic oriented products, paying homage to the cultural cues that left an impact on his upbringing.

Below Avi answers our questions about the background to Bootleg is Better and his influences.

How did the idea of Bootleg is Better come about?

At first I never anticipated what I was doing to become a brand, it just sort of happened. A couple summers ago, I was helping famed rapper Cam'ron with his tour merch. I went on a cross Canada tour with him, after that came to an end, I had to figure out what to do next. A close friend of mine does silk screening for a living and I decided to have him print a few t-shirts for me, they were merely ideas that had been in my head for a while. The feedback for those shirts was incredible and at that moment I realized this could potentially be something I do full time. Prior to that I was always making things but bringing my ideas to life at this level was living proof that I needed to sustain this brand as a career path. The market seemed so dry at the time  and everybody was so serious about what they were doing so I figured my bootleg tees could bring light to that seriousness and be a lot better than all that other shit, and I guess I was right (laughs).

Do you have a favourite item of clothing you own?

My favourite item, believe it or not, is my Supreme Anthony Mason jacket. Although I don't live in New York, I thought that the execution of that jacket and the chalk-line reference was beyond perfect. It was such a brilliant garment for Supreme to put out in the hay day of what they were doing. I had posted it online and shortly after Mason had passed away his son commented on my Instagram asking for me to give him the jacket, it was both a flattering and sad moment for me. Another item would be my Ari Menthol sneakers, the idea of that shoe really sparked my whole interest in bootleg culture. Those shoes relayed a powerful message about consumerism through selling a product which is such an interesting thing to me. I don't want to sound old or like i'm contradicting myself but a lot of today's youth just consume things effortlessly and I feel like not a lot of things being consumed stand for anything. I'm aiming to put thought into my products and relay a powerful message through the process to some extent.

There seems to be a strong early 90s rap influence on the brand. Is there a specific style from that era you remember having an impact on you?

I love the fashion aspect of the early 90s rap era, it got embedded in my brain from looking up to certain people at a young age. I'm proud to see other people in today's day an age still carrying that torch but staying relevant at the same time! A friend and mentor of mine by the name of POST aka P Shines really pushes the boundaries of 90s fashion and does it in an authentic way that cannot be bought online, you almost had to be there to understand it. However, in regards to impact I'd say people like Grand Puba, Raekwon, Biggie (RIP), Cam'ron, Royal Flush and Prodigy of Mobb Deep, were all good at setting trends from outerwear, jewelry, sneakers and so much more thus leaving an impactful memory on my childhood.

What are your top 5 rap album cover art?

This is such a tough question but top 5 cover art in no particular order would have to be: Main Source - Breaking Atoms, Outkast - Atliens, Smif n Wessun - Dah Shinin, KMD - Black Bastards, Gangstarr - Daily Operation, I'd like to add that I have a deep appreciation for all the album covers that Pen and Pixel did. All the album covers they did really stood out to me.

Are you currently working on anything?

I'm getting ready to set up shop in Tokyo this coming October, I'll be out there to do an in-store event and try to get re-inspired to make even better products! I also have another potential capsule collection with Dover Street Market dropping for holiday and a small collaboration with Gimme 5 out of London. I'd really love to open up a shop in my city since I feel retail in North America has become so boring, this is an avenue I'm considering to explore! Until then staying humble and focused on leaving an impactful mark on this crazy career path I have chosen.

Images: Courtesy of Avi Gold

Interview by Anthony Kwang