Flavorseal is owned and operated by James Russo, a Mixed Media Artist from Brooklyn New York with an extensive background in AudioVisual Arts and Technology. With A Vintage aesthetic inspired by ’90s designer fashion and Y2K Streetwear, a love of outdoor gear lends a hand in making functional reworked/upcycled garments, mainly hats, which are always totally 1 of 1. While focusing foremost on utilizing pre-owned or damaged donated garments, the upcycling process brings new life to what once may have become waste, all while creating a wearable piece of art. With Designs as dynamic and unique as the creative process, often including additional materials, zippers, pockets, Glow/High-Visibility and less-than-usual tech fabric combinations such as Dyneema, Sailcloth, Kevlar, and Mylars, amongst many other random features, Flavorseal’s Handmade Headwear almost always turns a few heads.

How did you get your name?

I'm big on cooking, once upon a time I was a chef in a deli, and it just made sense. And was originally the name for my production team when I was shopping our music around years ago.

How did you get into creating?

I always made it a point to immerse myself in some form of art whenever possible, whether music, graphic design, writing, sewing, woodworking whatever.

Where are you from?

Brooklyn, NY

How did growing up in your neighborhood/city affect you?

Having to adapt to all sorts of situations growing up in the city affected me every day and still does. There's certainly a love/hate relationship that I debate whether I'd ever trade or not.

What did you do to advance your skills/knowledge?

I did everything I could, and when it got too hard I kept trying. I would study how a stitch was made and how a mechanic would approach certain issues with different sewing machines before trying them out and buying them, then continue the same steps as I ran into issues. I almost gave up a few times but ultimately always came back.

What does your current setup look like?

I'm pretty much surrounded by equipment on all sides. I have 3 main machines that I use to create hats, a simple industrial single-needle lockstitch machine, a double-needle, and a post-bed type machine to get in tight spaces. I have a few other domestic machines used for touchups and other projects plus a few more archaic pieces I like to tinker with and modify. It is a bit dungeon-esque being in an unfinished basement but I have plans to either finish it or relocate soon. There's always a project going on so it is almost never a good time to fully organize tools and materials but i try as much as possible. My wife makes a point to not come look at the space because it may boil her insides.

Who inspires you?

Anyone in hip-hop culture making something out of nothing inspired me to create. My wife, my kids, and my colleagues inspire me never to give up. There are times when I think "Oh I can't do that", then I realize I wouldn't have the option at my job to not give 100% and make sure a job gets handled properly, and that I can't see myself coming home to my kids and telling them dad screwed up and didn't get the job done, so it goes the same with the side hustle, I can't see myself saying "I couldn't do it and I gave up" to anyone, let alone my kids. I want to lead by example.

What is your goal when you create?

It's to create something physical, tangible, something that can be held and touched and appreciated. Something that will live on without me being around, maybe get passed down to others or resold at a later date.

Why do you create?

It's nice knowing something you make can outlive you. I think all types of art give us a chance to stay here longer than our physical forms might.

How has choosing your creative path affected your life?

It's been everything from totally frustrating to totally great. I kind of went in knowing that, and will to accept the dualistic nature of taking on a big venture all alone, but I try to not let it have any negative effects on my and my family's life, only positive ones. If things get out of hand or too stressful I take a break, there's no boss to answer to. One reason I am reluctant to take custom orders is it creates that client relationship where I lose a bit of my freedom, which is kind of the opposite of why I started this.

Did you have to overcome any obstacles along the way?

Sure, too many to tell here. When this was all just an unachievable goal, I mocked anything up onto a vision board, we were in a small apartment living with family, pregnant with our first child, I was unemployed and juggling multiple side jobs, driving for Uber, freelance engineering at different studios, cooking for and running an events catering business with minimal assistance, and then I got a call about a great job and started working back in the Audio/Visual Industry full-time.

What's your go-to song right now and why is it important to you?

I've been playing a lot of Planet Asia and Jay Electronica lately. I feel like I slept on them both and never got the chance to hear their catalogs. Anything Spit Gemz or Eff Yoo put out too I tend to buy and put on repeat. I can't really get down with a lot of this new stuff and it's for good reasons.

What is your dream as an artist and what steps are you taking to reach your dream?

I want to own and/or operate a larger facility, or property, or get more involved in real estate in some form. I want to be able to build something my kids can inherit and create a legacy they can pass down to theirs one day. It would be cool to incorporate all aspects of the Arts, Food, Electronic, and Fashion World that I've dipped my feet into along my way and have a number of different businesses located within the same property.

What would you tell someone else with a dream?

I've got all sorts of motivational speeches pre-programmed ready to go so depending on who it is would make a big difference. Almost everyone's going to have a different story, reason, or excuse on why they can't get something done, and not everyone reacts well to the "No one's coming to save you" advice. Still, I think it's crucial to present issues in some way kind or unkind that will get a person to realize they need to hold themselves accountable for their behavior to some degree, if not a very high one.

Tell us about your most recent release

Oh man, I've got something crazy coming out with a few different pieces, some nice smooth gore-tex reworked hats, some polo, some vintage 90's windbreaker upcycles, a few with original art, and I plan on doing a balaclava drop soon for the winter. Got a few surprises coming too I don't want to speak on just yet!

Check it out here http://flavorseal.bigcartel.com

Connect

Instagram: http://instagram.com/flavorsealhandmade

Website: http://linktree.com/flavorseal

Stereotype Co’s mission is to shine light on dreamers around the world.

Your support helps us continue make a difference.

SUPPORT STEREOTYPE