It’s really interesting to speak to people like Marly and Dolly and be like, “What are you liking? What do you think? What’s your take on this?” It’s cool because I can be like, “This is what I was into when I was younger, you should check this out,” or I’m asking, “How can I support you in your initiatives?” It’s this little family vibe of wanting to make cool products, wanting to market them in a cool way and having fun along the way. I’m older than these guys, Glen’s a little older than me, but we’re all into the same stuff. This collaborative environment is what makes it really cool. JL: It feels like everybody we’re working with is similar but different, everybody is into similar stuff but with their own unique opinions and point of view. We’re working with skaters, and athletes, I believe you really have to take care of the people you’re working with.ĮJ: And forming a diverse team with a broad range of interests and talents only builds on this. It’s important to be authentic if you’re going to be involved in this community, that’s what we’re trying to do, and support it as well. The community aspect really pulled people together when I was younger and it’s very much the same today. You’d build communities of friends and that’s what drew everybody in. You’d go to school, go skateboarding, go to bed and just repeat, repeat, repeat. You lived it, you breathed it, it was everything. It’s rooted in authenticity, I don’t think there’s anything more authentic than real skateboarding, and that’s the world I grew up in. Skateboarding was the one that led the trends, it’s the one everybody looked to in fashion. JL: You can talk about surfing, snowboarding, you can talk about all those subcultures, but I’ve always thought skateboarding was the spearhead of it all. ĮJ: Josh, having grown up in California’s skate culture, what do you think it is that continues to draw people towards that scene? Some of the skaters we work with will pull up and I’ll be like, “No fucking way, I literally watched your videos over and over and over again.” Then suddenly we’re in conversations with them and it’s dope. Marly Phillips: I grew up skating in New York and it literally felt like that moment when you’re in school and a teacher asks you what you want to do when you grow up and you’re like, “Well I’d love to do something with skating, and I love weed, so that’d be dope.” It was the perfect storm with all the places I’d grown up, all the things I did growing up and all the things I was hoping to be a part of in the future. There has always been a lot of creative freedom, which was appealing from the start. So it’s creating this collaborative environment of people who are into the same thing and want to have a fun time building something cool.ĮJ: And that’s how you came to Cherry World, Marly and Dolly? What attracted you to the brand?ĭolly Dilkes: I’ve always been really interested in the surf and skate worlds and it’s nice to go into this being super LA. Glen’s an amazing photographer so I was like, “Hey, can you work with me on the imagery side of things?” Then Glen pulled in a big creative director friend of ours Chris Simmonds and when the time came to do apparel we pulled in a friend of ours Fran Burns, who’s a stylist in London. As I went about putting this thing together I started pulling friends and collaborators into the mix. It felt like everything that was really important to me twenty years ago was in trend now, and I saw an opportunity to do something unique. I was always an entrepreneur, and before Cherry World I started the clothing company FRAME and ran that business as the CEO for about seven years.Īfter I stepped down from running the day-to-day, I was talking to a friend of mine Glen Luchford, our kids go to school together and we’re buddies. I snowboarded professionally until I injured my knee, so I went back to college, into the real world. It’s something that has always been super important to me, I love brands, action sports and the subcultures that come along with those. I’m in my early forties, so I grew up in the 90s and 2000s era of skateboarding. I grew up skateboarding, surfing, and I snowboarded professionally after high school for a few years. Ella Joyce: Can you take us through how Cherry World was first thought up?
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