IN CONVERSATION WITH TELETECH

Interview by Samo Šajn

Anton Stevens and Tom Shenton are the co-owners and founders of Teletech, a Manchester-born techno label and event brand that has become a global name since they created it 8 years ago. Known for their high-energy techno events across the world along with a focus on building a strong community. They’ve also created a merch line that is now one of the most in demand music merchandise brands of today, with their limited 4-day drops each month consistently selling out, its making headway into the mainstream fashion world, with awareness for Teletech becoming greater than ever. We talked to them around a busy week of events during ADE to dive into their creative ideas and vision behind creating a merchandise line that is taking the scene by storm ahead of their October drop. 

Your monthly merch drops sell out as quickly as your events, often within a weekend. When you first launched apparel, did you imagine it would grow into something that rivals high street fashion brands?

It was initially conceived as a nice addition to our shows and to give something back to the DJs and our friends; also a way to connect with the local community. We didn’t expect it to take off as well as it has done.

How do you approach the design of Teletech merchandise? Is it more an extension of rave culture or a step into mainstream fashion?

A mixture of both. We take elements from clothes we like on the high street and mix it with our own taste, taking into account the style and comfort of rave clothing.

Fashion and dance culture have always been connected, but Teletech seems to be pushing it into new territory. Do you see yourselves as building a fashion brand as much as a music brand now?

In the beginning not really, but now we’ve seen the popularity with the clothing, so we strive to improve the designs with every drop. The clothing was always just a cool accessory to the events but now it’s become its own separate thing - we want them to be worn outside the event as well as inside the event.

With Australia as one of your biggest merch markets, do you notice regional differences in what fans want from the clothing line?

Because Australia is so far away, they’re somewhat disconnected from the supply chain in Europe, but they just want the same as we have over here, so we find the taste to be quite similar.

Would you ever consider collaborating with established fashion designers or labels, or is it important to keep Teletech’s aesthetic homegrown?

If it was someone doing something we weren’t already doing, then we’d be open to collaborating - for example we’ve been looking to find a footwear partner to create a bespoke trainer designed to sustain all night in a club.

You’ve cultivated a community where people even tattoo the Teletech logo on themselves. Do you see your merch as part of that same sense of identity and belonging?

Yes - the merch was always a point of connection through the Teletech world we’re building.

Dance culture is often cyclical. Underground one moment, mainstream the next. Do you worry that Teletech’s fashion success could lose its underground credibility, or do you see it as strengthening the culture?

I think it’s strengthening the culture - nobody knows what the top end is or how far we can take this, so we’re spearheading the way.

The last Friday of every month has become a ritual for fans, knowing a new Teletech collection is dropping. How intentional was it to create that sense of consistency and hype?

Yes, we always planned to create a sense of hype - if it’s always available then it becomes less special. By being consistent we’ve gradually grown this momentum through our fans, and now they’re waiting for that window every month where they can get the merch and then it’s closed again.

From student raves to being the third biggest event promoter in the world. How do you balance growing into a global enterprise while keeping the DIY, grassroots spirit alive?

We think it’s important to approach every market with a grassroots mindset, so we adapt shows depending on the culture of every city. We need to create an experience that’s influenced by the mindset of the people living in that specific location, whilst also bringing the Teletech ethos to them - this is how we build the global community that is also grassroots, and that’s what we want.

Looking ahead, do you see Teletech becoming more of a 360° cultural brand, music, fashion, events, and beyond? What’s the long-term vision?

That’s exactly correct, we’re going for the full immersive experience.

The next merch drop will be on sale at 9am on Friday the 31st October.