Neishon

On The Neishon trip up to San Francisco last week, we had the opportunity to drop in and see what’s up with D-Structure.

We met with Devon who has been with the company for the past 8 months; he’s the guy who makes the big picture happen- he’s also the type to keep a glass encased gun in his safe with the instructions “To break only in the case of Zombie Invasion.” Drinking 7 cups of coffee a day and sleeping on average 4 hours a night, it’s clear that making any venture in this industry requires dedication and full commitment (and a lot of caffeine). Before we were able to start the interview we needed to get some sweet tunes playing on Pandora.
Normally they have a Dj working the tables on the second floor, but they were re-wiring the day we came in.

D-Structure is the type of store that you walk into, especially if it’s the first time you’ve seen it, and ask yourself “What the fu*k is this?” Obviously there is clothing, but you’re first greeted with toys and other things that Devon and the employees find enjoyable- like this 35 mm video camera that Yusuke had to check out.

On top of that you have artwork lining the walls that is changed out on a monthly basis to allow for more artists to promote their work.

The Neishon found some very similar beliefs in running a business that D-Structure also shared:
‘Provide to the community and the culture.’
We’re in an age where the old model of top down distribution, of throwing “cool” clothing at customers is coming to an end. People expect more, as they should, from the brands they buy. Both D-Structure and The Neishon make it a priority to give back to their communities as much as possible, and to add creativity and uniqueness to the streetwear culture.
In line with this the shop hosts events ranging from concerts to release parties to fundraisers. All this adds to the community providing entertainment, awareness and funding for special causes, promotion for artists, and an outlet for creativity.

I asked Devon how he was able to make it through the recession that forced many boutiques around the world to close their doors. He told me it was all about adapting to the new market. Most importantly it came down to making sure all employees were invested in the company- In other words you don’t just have a cashier, you have a cashier who paints canvas for the front window, keeps up with Twitter and Facebook, and Djs at special events.
A perfect example of this is Paul.

Paul came to the store asking for a job and Devon put him through a New Years Eve test to make sure he could handle the work. Paul made it through the night passing out 2300 bottles of beer and afterwards Devon popped open a bottle of champagne; “You’re hired!”
Paul also maintains the music blog for D-structure and has some projects of his own he’s working on so make sure to check it out.

Check this toy!

Before I left I had to get a Punk Drunkers x D-Structure collab jacket which I wore throughout the rest of the week.

If you’re in the area make sure to check out Nature’s Mistake brand launch party at the store on April 23rd. There will be a live painting of a corvet that was won in a poker game. Live music will also be making this a must visit for the night.

When you’re passing through SF, or whether you’re living nearby, make sure to stop by D-Structure over on Haight st. and tell them The Neishon sent you.

Keep it easy Ninjas,

-Travis NN