This cover story first appeared in the July issue of Pages Magazine. Photography by Max Beck.
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If you try to navigate to the online store of SuperrRadical, you will be taken to a landing page with no clickable links but rather words indicating there will be a warehouse sale in the near future. The page reads there will be items from previous releases including “…Thrasher Stuff, Rapper Collabs, Pink Camo Hoodies, All That Shit for a Superrr Discounted Price…” Reading the page would make you think that the brand has come to the end, maybe due to lack of sales or another unforeseen reason. However, the real reason is quite the opposite. SuperrRadical is not closing because of lack of sales, they’re actually shutting down because there are too many sales, and they’re having trouble processing them all. Even with help of friends, the brands creator, Tyler Grosso feels it would be best for him to take a break and come back when he’s well ready. His dedicated, cult like fan base has supported him so steadily the past few years, that they have afforded him the luxury to completely cease operations for the time being and still live comfortably within his means. So comfortable in fact, that Tyler recently sent a Tweet out to let it be known he had just walked into a Mercedes Benz dealership, bought a Benz with cash, and left his old car there behind. Not bad for a kid that started his streetwear career out with bootlegging Odd Future merchandise and marketing it directly to OF’s rabid fan base of pre-teens through online forums.
The marketing savvy of Tyler shines through in his brand SuperrRadical. He designs all of the collections himself, and uses the internet as a tool to get his clothing in front of his target audience. The marketing of SuperrRadical is effortless and it seems that his large Twitter following of 62,000 people take a vested interest in not only the clothing, but Tyler himself. Moody Tweets scatter his timeline alongside interactions with rapper friends and images of SuperrRadical clothing that are about to drop. He often chooses to spend his 140 characters with tweets describing his current mental state, future ambitions and the occasional picture of him posing with unidentified female ass cheeks. Anything goes in the world of Tyler Grosso, and his following will be there along every step of the way. His fan base is the kind people spend years trying to create, and Tyler has done it in just a few. A fan base that doesn’t just connect with your product, but also connects with the person behind the product is a dangerous combination that leads to unrivaled loyalty. Tyler attracts the misfits, the lonely, the depressed and makes them feel not so isolated by letting them into his own life through his unfiltered social media presence. His willingness to display his emotions and thoughts first hand enable his audience to connect with him on a wavelength thats deeper than clothes. They feel they can relate to the troubles and obstacles Tyler faces, while also equally wishing they can too experience his euphoric moments. They see mentions of suicidal thoughts and urges, but they also see the moments of Tyler living the L.A. lifestyle of rap shows, hot girls, making clothes, and the success that comes along with them. It’s the type of lifestyle and mind state that people find intriguing, and it doesn’t hurt when the clothes he makes look good too. SuperrRadical does not follow a certain design aesthetic, and drops are guaranteed to never look the same. A shirt from their last release had an image of airbrushed praying hands alongside Britney Spears lyrics reading “At Night I Pray.” Not typical of your average streetwear brand, but thats what makes SuperrRadical so unique and refreshing. It doesn’t hammer an ideology down your throat, its just clothing that reflects anything and everything Tyler feels at the moment of designing them. What other streetwear brand do you know that has Britney Spears lyrics on one shirt and an image of the godfather of Atlanta Gucci Mane on the other? None.
HAVING TROUBLE PACKING A FEW THOUSAND ORDERS MAY CAUSE SOME HEADACHES, BUT NOTHING PULLING UP IN A MERCEDES BENZ BOUGHT OFF OF SELLING COTTON CAN’T FIX.
Not knowing what was next kept his customers coming back and back until recently he decided he was going to end SuperrRadical for good. Over a low quality FaceTime call on a Friday night in June, I ask Tyler directly if he is done for good with SuperrRadical. He tells me he doesn’t think so, but for the moment in time he wants a break. The sheer volume of orders at the moment are overwhelming, and he just wants to step back and re-charge a bit. Its a problem every clothing brand wants, and Tyler realizes what he has accomplished thus far may be too good to walk away from. I sense through our conversation that he’s not taking a break because he can’t handle the volume of orders, but rather he is tired of the process. A temporary break at this moment won’t hurt him or SuperrRadical, but actually have quite the opposite effect. However long he chooses to be on hiatus for will only make his re-emergence that much more impactful. He has the opportunity to support himself comfortably as long as he keeps putting out merchandise, and I’m sure he wants to add another Benz to the one he just bought. Having trouble packing a few thousand orders may cause some headaches, but nothing pulling up in a Mercedes Benz bought off of selling cotton can’t fix. He’ll be back, at least he says so, and the void his audience will have of needing what’s hot in streetwear might be filled by other brands, but Tyler would rather starve the streets a bit while composing his thoughts, and then come back to ultimately take what’s his.