Behind The Brand: Zuno of NEVER FOREVER X

For the latest installment of our Behind The Brand interview series, we caught up with Zuno, the founder of Sydney, Australia-based streetwear brand NEVER FOREVER X.

In our interview, Zuno reflects on NEVER FOREVER X's origins and its evolution, his creative process, and outlines his ambitious goals for the future. He also shares insights into his favorite clothing brands and offers valuable advice for aspiring designers and clothing brand owners.

Read on to learn more about Zuno and NEVER FOREVER X's journey and impact on the streetwear scene.

What inspired you to start NEVER FOREVER X?

I wanted to have something where I could put all my creative energy into as an outlet. Heavily inspired by the creative energy I had as a child. Trying to tap back into that flowing zone when I was a kid customizing cars on Need For Speed for hours. Paint jobs and body kits and rims. Designing a feeling. Or when I would boot up Tony Hawk's American Wasteland and spend hours customizing my character and his skateboard. Meticulously colour matching all details and building an aesthetic around it.

How would you describe the overall aesthetic and style of your brand?

Nostalgic, y2k, 90s, skater, youthful, fun. Some rebellious and spiritual elements too.

Can you walk us through your design process? How do you come up with new ideas and translate them into clothing designs?

It usually starts with an image I see or some music I hear. Trying to capture and recreate that emotion I feel. Tapping back into that childlike creativity flow and just having fun. Making something that my 10 year old self would think is sick. Playing around in photoshop until something clicks and then going from there. Translating them into clothing designs is the hard part for me personally. But we make it work.

Are there any specific elements or themes that consistently influence your designs?

Colour is a constant influence and inspiration for my designs. I want to feel something when I look at a design. I like to use colours that I loved when I was a kid, like neon green for example. My first bmx bike was neon green and black. I loved that bike.

How do you ensure that NEVER FOREVER X stands out in a saturated streetwear market?

By making sure whatever I create is something I personally like. I'm so focused on just having fun with it and making shit I like that I don't really mind if it stands out or not. It's a personal project at the end of the day.

What role does sustainability play in your brand's ethos and practices?

We use reusable dust bags and shipping bags. When it comes to production of our clothes and fabrics, we try our best to make sure they are all ethically made and from 100% cotton. Also, we make sure our products don't shrink or degrade over time so the customer gets a life-long wear out of every garment.

Can you discuss the importance of collaborations within the streetwear industry? Have you collaborated with any other brands or artists?

We haven't collaborated with anyone yet, but we are definitely open to it. It needs to happen naturally though. I am open to collabing with other brands that I personally like. I love the idea of two worlds coming together and making something sick. It's definitely gonna happen. Not for a money grab though.

What challenges have you faced in producing and manufacturing your clothing?

Communication barriers with overseas manufacturers. Not being physically present to oversee production is another challenge too. Hopefully in the future as the brand grows we will be able to be more involved in the entire production process.

How do you determine pricing for your products? What factors do you consider?

By keeping an eye on other similar market competition pricings, then determining how we can fit into that space and price accordingly while keeping in mind our production costs and all that. We keep our prices reasonable so the customer isn't living on noodles for a week after purchasing a t-shirt. I want everyone to be able to own some Never.

Can you share any insights into your brand's marketing strategy? How do you connect with your target audience?

When it comes to marketing, I always want to create a feeling or a world around each product. From naming the product to shooting a visual for it. It will always have some emotion behind it to express the world it lives in. What music does the person that wears this listen to? What are their hobbies? Where do they like to go on the weekend? How do they view the world? Things like that.

What role does social media play in promoting and growing your brand? Which platforms have been the most successful for you?

Instagram is our main way of projecting the brand's whole idea. TikTok... I don't really like it. Algorithm this algorithm that, I don't really care about "playing the game". I just want to make cool shit and let it be for whoever is lucky enough to discover it.

Have you utilized any influencer marketing strategies to promote your brand? If so, how do you select influencers to collaborate with?

Nah not really, I'm not big into that right now. I have had some influencer friends wear and post themselves rocking the brand out of love and I appreciate that immensely. I like the natural aspect of that. I am open to having people I personally like promote the brand, like musicians and artists that I enjoy.

  

How do you engage with your customers and build a sense of community around NEVER FOREVER X?

I personally reply to every message and have a convo with everyone. Letting them know that there's no big machine behind the brand and that I appreciate their support goes a long way. Everyone that wears Never is my friend now.

Can you discuss any unique or creative marketing campaigns that you've implemented?

I enjoy playing on nostalgia. It's personally fulfilling for me, and helps the customers connect with the brand by identifying with their own nostalgia. I also enjoy the spiritual motive / mantra that I like to portray within the brand. Reminding myself that whatever you're going through in life, it's not forever. Good or bad. Everyone can relate to that.

How do you stay ahead of current streetwear trends and ensure that NEVER FOREVER X remains relevant?

By not following trends at all. Like I said earlier, I'm only trying to make things that I personally like and would wear. I attempted to follow a trend before and felt gross about it. So never again lol. Your brand will stay relevant if you stay true to yourself.

What feedback or insights do you seek from your customers to improve your products and brand experience?

I like knowing what the customer thinks of a product once they receive it, how they feel wearing it. If they would change anything or maybe what colour variations they would like in the future. Little things like that. I'm constantly trying to improve the brand every day, so I love hearing feedback. I went to a skatepark the other day and asked some kids what I should make next. That was a cool experience. They all said jorts... I don't wear jorts LOL

Are there any other brands or designers who have influenced your work or inspired NEVER FOREVER X?

Pleasures, Palace, Brain Dead, Menace, Online Ceramics. Some underrated brands I like are Avon Wisk, LOST SOULZ, Rat Life, Carpet Company.

  

Can you share any future plans or aspirations for NEVER FOREVER X?

Making the brand better everyday. Only in competition with myself. Constant reflection on the brand and seeing how I can turn it up more and more. Connecting with the community more and building a solid world around it. We have a digital magazine called FOREVER which is a platform for creatives to come on and have their moment. Showcasing their talents and lifestyle. More issues of that magazine are coming soon. Other than that, I want to combine all elements of my interests into the brand. NEVER FOREVER X will be more than just clothes.

What advice would you give to aspiring streetwear clothing brand owners who are looking to enter the industry?

Make what you like. Trust your intuition and keep sharpening your skills. Don't take negative feedback personally. If you're thinking of starting something like a brand, just start it. It might not be perfect right away but that's okay. Watching it naturally evolve is the beauty of it.

  

Any last words or shout-outs?

Thank you to everyone that has supported Never in any way they could. You guys keep me motivated to keep going. Shout out to the close ones that have listened to me blabber on about the brand. You all know who you are. Also, thank you to The Stylish Insider for giving me this opportunity! Much love.