I recently caught up with the talented mind behind Will Hardison of Fourcast for a quick Q&A about his brand. Thanks again for the time Will and make sure to check out more of his collection

MSW> What’s the history behind your brand/label?

Will> The history actually stems back to when I was in 6^th grade. I’m now 25. I was one of the so-called “OG’s” of the sneaker scene. I had one of the first websites dedicated to sneakers back in the days of NikePark, 23 Jumpman St, Kingsons Nike News Wrap Up, Phil’s Nike Page, etc. I collected and sold rare sneakers over the internet, which not only solidified my love for sneakers/fashion but also proved I was born to be an entrepreneur.

MSW> Who is behind the creation and uniqueness of the brand/label?

 Will> I’m pretty much the one who calls the creative shots for the brand. I research, collect, and put together my thoughts based on other brands, my interests, and hobbies. Once I narrow down exactly what I’m looking for, I pass the idea off to several friends with the necessary skills to take what’s in my head and translate it into a design.

 MSW>  What’s the meaning behind Fourcast Clothing line?

 Will> Coming up with a unique name was the hardest part of creating the brand. If we found a good name, chances are the dot com wasn’t available. Fourcast is a combination of the “four” seasons in a year with the act of predicting weather. Our logo is an umbrella, which represents protection and royalty. Pretty simple actually, but it gives us a lot of play with the elements of nature.

MSW> What are some of the inspirations that influenced Fourcast, if any?

 Will> Honestly, brands like Stussy, Hurley, Billabong, Habitat, Planet Earth, and Element really influence my brand. I love how you don’t necessarily have to surf to wear a Hurley or Billabong shirt. They stayed true to their core group, but they also appeal to the masses. Fourcast really doesn’t have one solid influence like “80’s California surf and street culture”. We will always evolve and move forward with designs. I design what I like and hope others dig it as well.

  MSW> I like your brand but not real big into BMX. Who are you targeting Fourcast to? 

 Will> There’s a misconception with our brand already, but it’s my fault. We’re not a BMX company, we do sponsor two BMX riders, but we’re not trying to be a 100% core BMX line. I’m already in the process of toning down the use of the word “BMX” within our wording and marketing. We’re a lifestyle brand. We’re into skate, bmx, music, art, sneakers, and fashion. Like I said before, I like how you don’t have to surf to wear a Hurley shirt. I want that to be true with Fourcast. You don’t have to skate, collect sneakers, or ride BMX to wear Fourcast. We’re an independent brand that channels our line through several outlets.

MSW> Your blog is unique showing the timeline of your brand with Daily Habit. What is some advice you would give to anyone jumping into the clothing business?

 Will> Take it slow, and grow at your own pace. You can easily blow through your life savings by rushing decisions, not paying attention to the details, and thinking your brand is larger than it really is. Stay grounded, stick with it, don’t listen to the people who say, “it can’t be done”, and keep it simple.

MSW>  What are some plans you have for Fourcast in the future?

 Will> We’re working on a street team, planning a few BMX and skate competitions, expanding the line to offer more than just t-shirts and hats (jeans and more custom tops), and looking into strategic marketing efforts.

Website: www.thefourcastbrand.com

Blog: www.willhardison.com

Twitter: @fourcast, @willhardison