Pitbull Guerrilla: A Fresh Take on Athleisure
February 06, 2022
Athleisure has quickly become the unofficial uniform for the chic, cool and effortlessly thrown together guy. What was once a sign that you’d given up is now a tell-tale sign of a stylish men. It’s finally possible to look downright fashionable while running your everyday errands without looking like you’re trying to be fashionable. Recently, I had a conversation with Kyle Edwards, Founder of Pitbull Guerrilla Clothing Co., a Toronto based brand that is elevating everyday street wear with an aggressive yet confident take. We discussed his thoughts on fashion, inspiration, and what’s to come for this fashion brand.
What was the inspiration/motivation behind Pitbull Guerilla Clothing?
My motivation behind Pitbull Guerilla Clothing was wanting to be able to create and designs pieces similar to my personal style. Looks that consist of subtle and clean with a touch of strong messaging. I’ve always wanted to wear clothing that spoke to me and represents not only who I am but also a little piece of the Toronto Street culture.
The name of your line is subtle and unique, can you explain how you landed on it?
I can’t take full ownership over the name. The naming and idea around Pitbull Guerilla were a combination of two animals which I feel all of us somewhat relate too. Pitbulls being considered vicious and strong, but can also be very loyal and a gorilla, which is somewhat similar. But with the play on words gorilla being spelt Guerilla with “guer” as we are all fighting for something.
How would you describe PGCC?
Sleek and stylish street wear with a bit of class. We keep it very clean but somewhat loud in a sense with various colours and designs. We have various graphic art designs for clothing and accessories as well but we like to keep it simple and clean.
Sleek and stylish street wear with a bit of class.
- Kyle Edwards.
Launching a clothing label is an exhaustive process, what do you think is the most important facets as a start up in the fashion industry?
It might sound cliché but just keep working at it, never give up and trust in yourself. There has been a few ideas and concepts that I’ve tried, some were hits some are misses but you learn from your experiences. Also, I’d say do your research, ask questions, with the way how everything is available online you can self teach yourself.
What’s been your favourite part of the process so far?
Designing. When putting new concepts together and ideas and it comes to fruition that’s my favourite part getting the reactions from the people.
Have you run into any setbacks, if so how did you push through?
I wouldn’t say I’ve ran into any setbacks. However, there have been issues and hold ups with suppliers that have shifted deadlines or caused delays. But nothing that’s made me halt production.
PGCC is clearly inspired by athleisure and street wear, is the hope to be a full-fledged apparel house, or is the plan to diversify with each collection?
The plan is to be diverse. Right now, we house a lot of unisex shirts, sweaters and tracksuits including shorts so the main focus is around the street wear, I plan to breakout into woman’s wear specifically. Also, I’d like to branch into athletic performance wear clothing and eventually even children line.
How would you define fashion?
My definition of fashion would be self expression. You wear an outfit to expresses your feelings, to impress, to make a statement.
What is your favourite piece in the collection now?
The fleece tracksuits they are crisp, clean and comes in two designs with the classic Pitbull Guerilla logo and the no chain can hold it down. Also, exclusively we have the winter toques in various colours to go with the matching track suits those are the most popular right now.
I know that the current PGCC collection is Men’s/Unisex based, but what can you share about the upcoming Women’s line?
I was hoping to keep most of this a surprise closer to launch but I’ll give you an exclusive. So first we will be coming out with the woman’s cut track suits that has been a big ask with more variety of colours also woman shirts. I’ll give you one more exclusive and that’s going to be woman’s tights this was also something I know a lot of woman are waiting for so we hope to have that out soon.
Unlike women’s wear, men’s clothing doesn’t go through as many trends/fads so how is PGCC different from other apparel brands?
My clothing line is everyday wear and what I mean by that is you can wear my clothing anywhere from a quick run to Walmart down to large events whether it be a party or the club, birthdays and everything in between. My clothing line relates strongly to the culture of Toronto and that gives me a bit of an advantage locally, because it’s easier to identify with what is trending and keep up with the standard.
Women’s wear is so complex, what is one essential every woman needs to have in their closet?
I would say the leggings or tights whatever it’s called, (Laughs) and a quality track suits. Woman like to be comfortable in what they wear and I assume those two would matter the most.
What lessons have you learned since launching?
I learned that putting in that work really isn’t easy and it doesn’t come fast either. I’ve spent countless hours working on this brand days and nights a lot of investing but like I mentioned before just never give up.
What 3 essential elements are needed to be successful as a fashion designer?
Time, patience, and a good team. One thing that made things easier for myself is having a strong team behind you. Working with other entrepreneurs or start ups has been a great network for sharing skills and knowledge.
How effective has social media been in developing your brand and business?
I will admit I’m not the greatest in keeping up with the social media, but I do understand the importance and significance of social media and the effects it has promoting your business. One thing I will say is that there is no greater out reach than social media platforms the greatest way to distribute and promote that’s why most businesses have marketing and social media teams something in which I plan to have in the upcoming future as well.
You were recently featured in African Fashion Week Toronto’s 2021 presentation, how did that come about?
To be honest I got really lucky in some sort of way. Initially, I put in my resume so to speak to a close friend of mine who works directly with the organization and I basically got the go ahead to present my collection. I was hesitant at first to be honest I wanted to have better pieces to showcase so I kind of delayed for bit when they were going through all the processes and filming. I got a call about some designers I guess who dropped out of the show and there was a space open for me. Literally the same day I decided why not I brought whatever designs I had available and the next day I was at the venue working getting things done. I had a bit of self doubt but I’m really happy that I went and attended and it was an honour.
What difficulties did you run into curating a virtual presentation?
I think the virtual presentation was actually not as bad. Kudos goes to Ralph Media Group who actually created the visual concept for my presentation. We worked together on my vision and they made it happen.
How do you stay up to date regarding fashion trends?
Social media mainly but I do go out often so I can see what is starting to trend.
What’s next for PGCC?
Like I mentioned before expanding the company. Create more collections for both woman and men. Take over the local market then eventually globally. I want my clothing to be worn across the world and by all.
Last question, Where do you see PGCC in 5 years?
Well I’m excited for the future, one of our major partnerships right now is with a web series called Life of the Dot which actually will be available on Bell and Rogers in the near future. But, truthfully I want to create a brand and company that continues to grow and expand and eventually venture into other markets. Pitbull Guerilla Clothing Co is an entity of Pitbull Guerilla Inc. so I intend to branch out into other markets especially in the digital space.