Toronto Streetwear: New Threat Apparel

An Idea

I'll tell you what I saw; a collection of cynics, tired and overpaid, the counterculture of the counterculture. It's a rebellion of cost, a pity party for the damned. And we can either accept it, or fuck it and fight it.

To quote The Smiths "There is a light that never goes out" and we're burning bright brother. I'll make you a promise; to never give up, to never give in, because we've all got reasons and I've never been one to throw away a hand. We're fighting wars in languages we don't understand, we're burning buildings we've never seen while back at home the homeless line the streets and the injured sit packed in waiting rooms.

We've had enough. Things can change. We'll stand together, a voice in the dark, a light that never goes out.

This is our vision. This is our canvas. This is our movement.

Who Are We?

Everyday, I see at least 10 people I truly want to help on my bus ride to and from work. This isn't including the shelter I pass by twice a day. I had just barely gotten my first full paycheck at my new job and I was already starting to brainstorm creative ways I could give the money back to people that really needed it. This is how New Threat's 'Clothing for a Cause' campaign was born.

Everyday, on this same commute, I see other people carry on indifferently to all the misfortunes staring right at them. Sometimes it is surprisingly easy to ignore the common yet outrageous occurrences of the subway system like the homeless guy on the train yelling and drinking. But equally as surprising is how easy it is to actually make a difference. That is what our message is. Our customers are not revolutionaries or super heroes. They are the average people you may see on your own commute to work. But maybe next time you see them, they'll be the ones helping out that homeless guy on the train and offering some advice and guidance.

Life has never been perfect for any of us, nor will it likely ever be. But it's something we'd like to inspire everyone to work towards, not for themselves, but for everyone around them. We realize the scope of this project, and how that in years from now we may not even be putting a dent into these issues directly - but our dream is that maybe even for just a few of those that take the time to understand what we are about, we've hopefully sparked that idea or realization that motivates them to try to make a difference as well.

Currently our media are clothing and art. These are just our chosen means to go about starting this overall plan. Art is a personal passion. And fashion is a gigantic industry. It seemed natural for us to fuse these together as our ticket to trying to make a difference in our own way. Why not have all those extra dollars you spend on rad looking clothes at least go to something more worth while?

We all have jobs. We don't need your money - but there are a lot of other people that do. That is why started our non-profit line of 'Love Everyday' clothes. ALL the proceeds go to different charities, non-profit organizations and people who just really need a hand. While we do have our 'Love Everyday' edition shirts, a great deal of the money that is made through New Threat's other clothes go right back into the company so we can continue doing what we're doing and take things to the next level with what we're trying to accomplish.

New Threat is not the latest punk or hip-hop fashion trend, nor do we aim to be. We are just tired of seeing problems go unsettled. It's time for a new line up; a new set of thinkers and believers - all with the shared idea to make change. Some people just need that one spark of a reason to stand up and do something that makes a difference. Let us be your reason. *spark*