Streetwear Spotlight: US Currency

Article written by: SoJones Asmara
Posted on: October 23, 2009

Any streetwear brand wants to be the money in the game, but there’s only one US Currency.  Built up from scratch by Peter Currency, the new brand has stolen SoJones.com’s attention with its quirky designs and awareness of today’s issues from entertainment, art to politics.  Peter Currency gives the 911 on his US Currency label.

Introduce yourself and describe how your brand was started?
I go by the name Peter Currency. In 2005 I attempted to open a fitted hat store with a long time friend. The store would have consisted of custom fitteds and original designs. In the middle of the process my partner ran low on funds. As a result all our plans fell through. Just before that, I was negotiating a deal to partner with another close friend who recently launched a street wear line that had great potential but my first experience left me in a financial hole. I decide to take some time out to properly plan for my next project US Currency. US Currency is a street wear clothing line short for Underground Society Currency, which represents the lifestyle of the underground culture from music, art and fashion etc.

Describe this season and next season’s looks. Include any sources of inspiration.
This season highlights iconic figures and phrases with an original sense of creativity that stands out from the norm much like our upcoming collection. Our inspirations come form current and past events driven by art, music, and media.

What celeb or well-known figure(s) exemplify the brand?
No one in particular.

Any product placements on celebs, in movies or videos to keep an eye out for?
We were recently featured on BET’s 106th & Park show in September and YOUR LIFESTYLE FITTED, the digital magazine published by New Era Cap Company. As far celebrities the drummer from the group KORN was spotted wearing one of our designs as well Sticky Fingaz from ONYX. Aside from that we have some pending placements for some magazines, and a couple of videos. I don’t want to mention anything that’s not confirmed.

Any expansion plans?

Most definitely we would like to one day make this a global street wear brand that will relate to all cultures across the world. We are now working on denims, hats, and outer wear.

Looking ahead over the next year or two, what themes/looks/styles do you see your brand gravitating to?
In the next year or two we plan on focusing on designs that will never age with basic colors on cut and sew pieces etc.

What themes/looks/styles do you see your brand moving away from?
At the present moment we are trying to keep it light on multi colored designs, that’s pretty much it.

Here are some of US Currency items recommended by SoJones.com’s editors.  You’ll have to shell out $36.00 up to $180.00 to add their fly factor into your wardrobe.  To see their full collection, visit www.theuscurrency.com.