No School Like the New School

No School Like the New School

Gino DeConti has worked in the fashion industry for over ten years and brings a wealth of experience to After School Special (ASS), his startup lifestyle brand. Using his non-dominant left hand he creates G-RATED, outside the line doodles that are bold and childlike. The unique artwork is embedded into his carefully curated apparel line, giving it that back-in-school vibe. He believes this approach will awaken the kid in all of us and bring a new level of awe and wonder to his followers.

DeConti is not only a visual artist, he also raps and creates music on the side that informs his design process. He listens to and records instrumental music, then writes lyrics to mix in with the sound. Adding his voice to the beat helps him catch a groove while drawing, making the experience and the final product even more playful.

When it comes to his partnership with NBALAB, DeConti brings the same level of detail to the drawing table. His illustrations revolve around recreating NBA team logos and city names, then adding a final signature detail. For example, for his Chicago Bulls merchandise, he included a deep-dish pizza to the artwork, as he affiliates deep-dish pizza with the windy city.

A recent milestone for his young brand was a partnership with Fanatics. The introduction by NBALAB to this online retail giant placed ASS in a strong position right out of the gate. He began this relationship with the Miami Heat, the Los Angeles Lakers, and his Championship t-shirts and hoodies to great success. In turn, Fanatics came back for more, not only asking for additional teams but also requesting to add shorts and sweatpants to his lineup.

To DeConti, the friendships of his early years bring back fond memories. He misses being around his peers and roaming the school halls. Back in the day, the simple things you did mattered and affected so many people. With the ASS team in place, he feels that same level of enthusiasm. In addition, DeConti’s partnership with NBALAB makes him feel like he is part of a larger family that will grow way beyond the school years.

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