INSIDE THE WORLD OF CONCEPT BLUE
FOUNDER TANG RUSS REFLECTS ON CREATIVE FREEDOM, FASHION AS SELF-EXPRESSION AND BUILDING SOMETHING BIGGER THAN A CLOTHING BRAND.
More than just a brand, Concept Blue is a creative universe of its own. Founded by Tang Russ out of sheer necessity and passion, the emerging label is a testament to the power of self-expression and community. What started out as an idea hatched in his navy blue childhood bedroom, soon blossomed into an entire world as Tang actualized his dreams into a reality. Through Concept Blue, Tang has built a world where clothing becomes a manifestation of mindset and self-discovery.
Although Concept Blue is Tang’s brainchild, his community clearly influences his brand. Russ’ fashion-forward mother and grandmother sowed the seeds of style at an early age, while online fashion forums and discussion boards exposed him to a growing community of like-minded artists, designers, and tastemakers. Even with Concept Blue’s collaboration with The Caf, it’s more about building community than just selling clothes. We came together and presented together so I wanted to keep that spirit of collaboration and community going forward.
The name itself tells the story. "Concept" represents a nonstop flow of ideas that fuel Tang’s creative process, while "Blue" evokes a sense of calm and clarity, as well as endless possibility. Together, they form the moniker of a brand that treats fashion less as a fad and more as a vehicle for creative expression. What happens when you create from a place of openness instead of obligation? Concept Blue is the answer. More than just a product, Concept Blue is a philosophy.
Continue scrolling to read the full interview below.
CAFETERIA: What inspired you to start Concept Blue?
TR: I had no choice but to start Concept Blue. I initially had a different brand with a group called Detained. Eventually, everyone went their separate ways and I didn’t want to continue working on Detained by myself. I decided to create something from my own universe with an upgraded approach and that’s how Concept Blue came to life.
CAFETERIA: Have clothing and fashion design always been a vehicle of creative expression for you?
Clothing and fashion have always been a part of my life in some way. My teenage years were filled with being outside and going to stores with my mom or father. My mom was into Diesel and classic late 2000’s fashion so I was put onto that and eventually I started to find my own style. When my friends were into Jordans, I was buying adidas because my mom pointed out that they were more versatile and was like, “Oh you can put together more fits.” My mom's a fashionista, she was always putting me onto everything. My mom and grandmother have a lot of knowledge when it comes to fashion and style. When I look at them, I see where my creativity comes from. Self-expression is one thing, but in my house, it’s very important because it’s who we are on a daily basis. Creative self-expression is essentially a state of free flow.
CAFETERIA: Can you share the story behind the name Concept Blue?
TR: In 2008, I moved out of my old neighborhood into a two-family house with my family and at that time, I just got my own room. was around 12 and just got my first big boy room. I was settling into becoming a teenager so decorating my room was a big deal. I grew up playing games and the characters’ rooms start out blank, but personalizing them is so much fun, so I took a similar approach to my bedroom in real life. I had a clean canvas with all white walls, but after a year of living there, my uncle Maurice and I spent hours painting the walls navy blue. I love blue. It’s a chill, calm, cool and collected color. It represented how I was feeling at the time. So, that's where the blue part comes from.
The “concept” in Concept Blue came later down the line because now that I had my own space, I started having all these different ideas and was able to execute them in different ways. “Concept” represents all the ideas I’ve been able to feed into the brand, while “Blue” is the chill part because it feels like a clean canvas and it reminds me of that time when I just had my own little world. Concept Blue represents being in the wide open expanse of your mind and being able to make that space your own.
CAFETERIA: Concept Blue is all about being in that “mental sweet spot.” Can you expand on the connection between internal mental health and external creative expression ?
TR: When it comes down to mental health and creative expression, I often create with my mood and not around it. When you create from a mindset of wanting to escape reality because you want a distraction, it later becomes a source of comfort, but then you start to dislike that comfort. If I create with my mood instead of trying to work against it, I can actually work through my emotions and see things from a new perspective. I might be feeling off one day, but the next day, I can come back to the canvas with a new point of view and a clear vision.
CAFETERIA: As a designer, how do you stay open and in a flow state?
TR: Life gets in the way, but when you're juggling, your feelings in one hand and you're handling your business in the other. You have to find a balance, keep going and not crack under pressure. You can’t be stretched too thin and trying to do so many different things, you have to balance it out. My personal life is balanced out to the point where what I want to do creatively doesn't affect my work. I have to make time for Concept Blue. This is what I've been pushing myself to do, so it only makes sense. Why would I stop now?
CAFETERIA: Most people look to bigger cities to discover indie brands but coming from a smaller state, how do you show that talent can exist anywhere?
TR: It is possible. It’s easy to experience imposter syndrome and feel invisible. You can get trapped in a negative mental loop thinking, “Oh well, they know what I'm doing, but I’m not getting any traction,” but you have to push past that and block out the noise. I love Connecticut. This is my home and I wouldn't want to blow up anywhere else but home, but you also have to bring that global sensibility and taste back to smaller states to influence the culture here so it’s easier for indie brands to find an audience that is hungry for what they’re creating.
CAFETERIA: Do you think it’s possible for Connecticut to have a seat at the fashion table and have a more mutualistic relationship with fashion capitals like New York and Madrid?
TR: Community is the way to make it happen. When I started designing clothes, you would join forums about different brands at a time and you would dig into their archives. Mind you, they’re just screen names, you don’t know these people – you’re just sharing mutual information because you’re all passionate about fashion history and learning more. I've met so many different people from all over the world – the Netherlands, Japan, England and just so many different countries simply because we liked the same Supreme shirt.
Even with Concept Blue’s collaboration with The Caf, it’s more about building community than just selling clothes. Everybody that's had a hand in this event coming up, they all played their part. My introduction to The Caf started with Off The Racks, which was more collaborative. We came together and presented together so I wanted to keep that spirit of collaboration and community going forward.
