The Liquid Sky brand was born out of underground music, DJ, and fashion culture in the early 1990s. Its iconic “Astro Girl Character” is known around the world, featured in films, and promoted by major celebrities like Chloë Sevigny and Vivienne Westwood, among others.
However, in terms of small businesses, the brand, always aimed at an underground audience, teaches a lesson on how to survive and adapt to the business world for three decades. Undoubtedly, it serves as inspiration for small entrepreneurs looking to build a solid business.
According to the founder, Carlos Slinger, also known as DJ Soul Slinger, a pioneer of American Jungle and Drum & Bass from São Paulo, Brazil, it has been 33 years of Liquid Sky, and we are still trippin’ with excitement for the fashion industry and music culture. The brand, founded by Carlos and his partner Rey Zorro, opened its first store in 1986 in São Paulo, Brazil, selling makeup and recycled clothes and representing Vivienne Westwood. In November 1989, they decided to close the store and move to New York.
According to Slinger, opening the company was easy; the difficult part was maintaining it and still paying the fees, which are many.
One of the strategies to consolidate the brand was to create partnerships with parties and artistic events related to youth, friends, DJs, dancers, and MCs supporting the brand. Another strategy is to use creativity; for example, since 1994, they have given away stickers with their merch and Slinger said it is truly an essential tool in his business, which is the underground streetwear, skateboard, and music industry.
“I don’t use business cards. We love to surprise our fans with stickers; it makes them happy. Most of the time, they are all different and limited edition, which is why we love our new Small Batch Collectibles, which we can sign and make a more authentic addition to our merchandise and brand.” Slinger advises new creative entrepreneurs, “Today you can sell something without stock! Have a strategy, plan your suppliers, and understand the production cycle.”
Carlos Slinger was a resident at Club Limelight on Friday nights for Future Shock!, which hosted everyone from Moby to Prodigy and all the big names on the scene. In 1992 and 93, he played at NASA, which introduced the US to breakbeat and inspired the beginning of the US rave scene. After DJing for 20+ years, he was also responsible for the massive rave called Ecosystem in 2001, which raised awareness about human rights and the preservation of tropical forests in Brazil. “We brought everyone from the Jungle scene, including Randall and DJ Krust.
The event was attended by forty-five thousand people. All profits were donated to Greenpeace, who worked with us to organize the first eco-event of its kind on rainforests in history.”
“Liquid Sky was born from an idea through unique fashion, makeup, music, and art in São Paulo. It developed within the NYC rave scene and evolved musically, from house to acid house, to breakbeat and rave, experimental, ambient, trip-hop, to jungle, and later drum ‘n’ bass. We started the first Jungle label in the United States in ’94 and helped bring a subculture that has become a mainstream phenomenon today. David Mancuso’s idea of love saves the day continues. Music saves our lives.”
NEW PROJECT
The major project this year is to tell the story in a 300-page photo book, including interviews with Moby, DJ Spooky, Gabriel Hunter, DB, DJ Delmar (co-founder of Konkrete Jungle), and many others who represented the pulse of the rave scene.
“I helped coordinate everyone, including photographers, photos from my archive, and research. As well as the art direction. We have been in the process for over 17 months! The book, now finally edited, is being sent to the printers and will be shipped in May. Expect some post-launch collaborations with cool like-minded brands and licensing.”
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