IN CONVERSATION WITH FLEUR SHORE
Interview by Samo Šajn
UK DJ and producer Fleur Shore returns with her new single ‘Dark & Light’ on her label Undergrowth, featuring Finn UK. Alongside the release, she launches 4SURE, a new fashion project that reflects her bold creative vision. We caught up with Fleur to talk about the track, the brand, and what lies ahead.
You’re releasing ‘Dark & Light’ at the same time as launching 4SURE. Was it important for you that both projects arrived together?
Yes, of course. I haven’t released in six months, so when I came back, I wanted to come back with a bang. Both sides of my creativity, to show the world.
What feeling or message were you trying to capture with ‘Dark & Light’?
I went through a lot personally last year and I made this as a reminder to myself that it’s OK to go through darkness and light, and to just surrender to whatever life is going to throw at you.
How did working with Finn UK shape the final version of the track?
I already had the beat, but I knew what I wanted from Finn on this. We connect so well in the studio. I explained what was happening in my life at the time and he got it in one.
You’ve described this release as moving beyond predictable club formulas. What does that mean to you in practice?
For me now, I want to make art. I want to make music that is going to last a lifetime, not just something made quickly for the moment. This is the start of that journey and you will see more of that from me.
With shows at places like Amnesia Ibiza and a label showcase at Fabric, how are you preparing for what looks like a defining year?
Well, I’ve been planting seeds in this industry for five years and now I can really feel it. It’s time for the flower to blossom. I’ve put in so much work for this year and I’m finally ready.
What pushed you to start 4SURE as a standalone fashion brand rather than traditional artist merch?
Merch for me feels a little more throwaway and low quality. I wanted to make something that is going to stand the test of time and fully stand out from the crowd, not just another DJ merch T-shirt.
How closely does 4SURE reflect your own day-to-day style and personality?
4SURE is about expression, not listening to the rules and stepping outside the box. This is how I live my life. I do things in a different way and I love to stand out.
The first drop is limited and will not be reissued. Why was that exclusivity important to you?
Because I want to build something that feels special. Something where if you know, you know. A real community of like-minded people who understand what 4SURE is about.
Do you approach fashion design differently from how you approach producing music, or is the creative process similar?
No, for me creation is creation. I go through spurts of creativity and when it hits it’s time to get it all out of my head and onto paper, or Ableton.
As you grow your label, your sound, and now 4SURE, what kind of legacy are you hoping to build around your name?
I feel like I am already building a legacy. I’ve been working in this industry for eleven years now and taking it very seriously for the last five. I want people to feel like they can fully express themselves when they come to my shows, listen to my music, or wear 4SURE. Or better still, why not all three?
