"WHY IS YOUR BRAND CALLED 'COUCH' WHEN YOU DON'T EVEN SELL COUCHES?!"
This is a question that I get a lot, so I'm glad you asked! The name "Couch" is derived from my brands goal of making clothing that is both comfortable and cool... just like a couch!
"WHEN DID YOU START YOUR BRAND?"
Couch Apparel was conceptualized in 2016 while on a family camping trip. I originally created the brand due to the fact that I wanted to wear my own art instead of buying clothes from the store. Couch initially started selling two designs, which were printed on hoodies and shirts, that solely made appearances at local farmers markets.
"WHO IS RONNIE?"
Ronnie, the undead tourist is the face of Couch. Ronnie is a physical representation of the creativity and inspiration that never dies in an artist's heart. He is the embodiment of perseverance and resilience that not even death can take away. Ronnie, however, always wears his Hawaiian shirt because he knows the importance of relaxation.
"WHO IS BLOND BOI?"
Blond Boi, is a newly introduced character to the world of Couch. He can be seen as the face affiliated with my portfolio.
Blond Boi represents your alter ego. The second hidden side of oneself. By embodying an alter ego it can allow you to shift your mindset, allowing you to push yourself past your comfort zone! This ultimately helps you grow not only as an artist but as a person. Blond Boi is an alter ego to myself and is good friends with Ronnie.
"HOW HAS THE BRAND DEVELOPED OVER THE YEARS?"
Couch as a brand has been continuously striving to grow creatively by experimenting through different avenues, such as fashion, photography and many other artistic mediums. Through self discovery and expression, the brand’s objective is to use the unique attributes that come with these mediums to build a world that will inspire and motivate Couch’s ever-growing community. Further creating a brand that pushes the envelope of what it means to stand out.
"DO YOU ONLY SELL ONLINE NOW? DO YOU STILL HAVE EVENTS?"
As the brand continues to grow, I want to have a personal connection with the community around me. Therefore, Couch has set out to host various events in and around the Greater Toronto Area in order to create meaningful experiences and memories for those who attend. These events will typically be announced on the @couchapparel instagram in advance.
"WHO RUNS COUCH?"
Couch is owned, designed & operated by me (Dylan Lorriman)! However, I would not be where I am at today without the help from my talented family and friends behind the scenes!
"HOW DID YOU GET STARTED?"
Couch would not have been possible without the ABC program (Acton Business Company). The program was created to build a community through local Business-to-School collaborative projects.
The program is made up of major community businesses and influential volunteers who give the students within the program guidance on how to begin to grow their business ideas. Only a small amount of students are able to participate in this program within the community. Therefore, it is an honor to have the opportunity to be able to work with such knowledgeable individuals. Students who want to participate in the Acton Business Program must come up with a business plan which includes the company and product service overview, business strategies, your goals and vision, etc. Once the students create their business plan they must pitch their small business ideas to a lineup of committed and enthusiastic mentors from successful local businesses around the community. The students whose plans have the most potential are selected by the judges and are given a grant to pursue their new businesses throughout the summer months.
Finally, over the summer the students must continually meet with their mentors as they attend many different local events to be able to get their name out to the public and begin selling their merchandise.
