Interview with Dwayne “All-Star” Howell / Addikt Workshop

Interviewed by Thomas Bradley
Produced by retrogurl

Who is the Addikt team and what do you feel the “Addikt” name implies about the culture?

Being “sole owner” of Addikt really means nothing because without the creative genius of Justin “Just Blaze” Blackman…My PR diva “Bonnie Mack” and my financial mastermind Manny, who happens to be my father, I’m almost positive we wouldn’t be where we are today.

Cats have their vices man…if it’s not one thing it’s another. It’s crazy how much junk people get all crazed over. Addikt is basically a statement to the world that hip hop and our entire urban culture is about being crazed over some positive shit. Man, for us it’s a real sickness. Were addicted. We lose sleep thinking about a new release…We will travel almost anywhere for the most exclusive sneaker, denim, gear … and there go’s B -Mack in the cut yelling “hand bags too.”

At what point did Addikt mature from a stylist’s idea/dreamscape into actual product? What are the redeeming qualities of this sub-culture of intense material consumership?

I’ve been doing wardrobe for music video, television and print for a decade, and my fam at Def Jam would always ask “When are you gonna open your own crack spot?” So I’ve been dreaming for a bit, and the desire move forward with putting my personal touch on this culture has been burning and escalating. Earlier this year, I couldn’t take it anymore. I had to do something before I exploded. Man I jumped head first into this thing and just threw my whole mind body and soul right behind it.

I am not sure I would qualify this as a “sub-culture of intense material consumership.” I think it’ s a subculture of hip hop. Hip hop is a major cultural umbrella and under that umbrella are subcultures of language; arts; music; and gear. We are a part of the latter. The redeeming qualities of this particular subculture is specific to the individual, but I can definitely say that, for one thing, being a part of it is a tribute and patronage to hip hop itself. Everything in this world is “consumership.” It’s really less about money and more about value and what is important to the individual.

What gear will you be carrying and is there any particular aesthetic you are looking for when choosing what lines you’ll sell? What separates Addikt Workshop from other boutiques??

We carry Crooks and Castles, Lamar and Dauley, Rocksmith,10 Deep, Triumvir, Dopeville, Greedy Genius, Bapesta, Rich Yung, No mas, Addicts 4, Undercrown, Year of…, Evisu, and Married to the Mob. PHENOMENON , Palis and Hellz Bellz are on the way.

Addikt is exclusive by design. It’s a creative workshop not just a sneaker spot. As a creative designer I am able to bring My clients into my own personal showroom and service them on the spot with the most exclusive footwear and apparel available anywhere. It’s all about the product. Most of my accounts are exclusive to Addikt, And will not be carried anywhere else in the South. Addikt is a one stop shop for the Illest in streetwear. We do it BIG all the time.

Is the shop an urban atelier of sorts, or is the seller to buyer relationship slightly less intimate then that?

No question. Our store in intimate by design. From conception, my initial intention was to screate an environment where sneaker and fashion heads could just come through and chop it up about being who they are and what’s important to them. It’s like a barbershop. I have customers who come in the shop every single day just to see what’s new, to report a new sneaker sighting .. or just whatever. At the end of the day we are here to sell merchandise, but the best part of owning this store is experiencing the true addiction and passion of my customers. It’s insane – I wish you could see it.

When committing to the realization of Addikt as a location, what informed your shop design and did you make any consolations regarding your ideal shop space?

My intention was to create a museum-type setting that showcased sneakers and clothing as Art. I don’t think I made any consolations regarding my ideal shop space. I wanted an intimate boutique and I think I succeed in creating that.

Many of the brands thriving within this culture have been loosely associated with skate and graf. Is the location you chose related to either of these youth-based sub-cultures, explain your location selection process.

The store is located in the Historic West End of the city of Atlanta in the midst of several HBCU’s. Realistically, that’s our Mecca right there. On the other hand, I have skateboards all over the store, I skate myself, and my closest friends, and a couple of my customers are graf artists. The marriage of skateboard and graf to the Addikt culture is undeniable. We are already in the process of putting together a local skate team which will lead to some inter-city competing. Hopefully that will come to fruition sooner rather than later.

The aforementioned skate and graf sub-cultures behaved as springboards for the street-couture brands of today, these originators were conceived and matured in the U.S. Why do you feel such emphasis is placed on the Japanese take on culture raised by the American youth? How has this affected the international street wear scene?

I think that it’s the Japanese’s creative interpretation of what we do and we cant really hate on that. It just speaks to the globality of hip hop and street wear. I think it would be selfish to try and stifle the culture by limiting it to one part of the world and not accepting other people’s vision with regard to it. I really see and appreciate both sides.

What can we expect from Addikt in the ‘07?

Takeover. My hope is that no one will think hip hop or street wear without thinking Addikt. We want to become so intertwined in the culture that our name becomes synonymous with the movement. Now that may not all be accomplished in ’07, but for sure I want to be well on the way.