An Hour in the Life Of... Streetwear Designer Longston Johnson

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Who: Longston Johnson
What: Urban streetwear designer
When: 8pm, Saturday May 26
Where: Little Bastard Co. Headquarters, 285 Main Street, Woonsocket
Why: It’s not just a t-shirt line, it’s a lifestyle… and a movement

It’s a big day for 27-year-old Longston Johnson: he’s hosting a grand opening party at his brand new Little Bastard Company Headquarters, which is part clothing boutique, part art gallery. After having success at area boutiques, pop-up shops and online, he’s proud to set up a retail store in his hometown of Woonsocket, which has seen its fair share of trouble.

By the time I arrive, the party has been in full swing for almost four hours. Still, the room is filled with music and laughter. A DJ spins hip-hop, kids breakdance on the floor, an orchestrated rap battle takes place — put mildly, it’s awesome. I spot Longston in the back of the room, leaning up against a table, receiving well wishes. He’s excited, but exhausted.

“You should have seen it earlier,” he says nodding at the crowd. “This place was packed.” It’s still packed (by my definition at least), and I’m glad to hear he’s had such a great turnout. He deserves it. Longston’s a hardworking guy who’s already done much to give back to his city: organizing canned food drives, raising money for cancer and feeding the needy at church.

And then there’s the guns. Community members have been outraged by both the name of the brand and its logo – silhouettes of kids, one of which holds a pistol. Those in opposition to the “provocative” store are having a field day on message boards: “Not a positive message for our already troubled city,” and “What in the world are they selling? That is disgusting.”

At first, Longston was angry. “My teenage rebellious side came out,” he says. “I wanted to protest, pitchfork, throw Molotov cocktails, all that. But, I thought about it. I am no longer a young, rebellious kid doing art; I am now a professional businessman doing rebellious art.” He’s gotten people to notice him. With a forum, conversation can begin. He’s found his stage.

Longston is now attempting to communicate with both the city and his neighbors to educate them all as to the truth behind “the logos, names, messages and movement of the company.” There will now be an artist statement in the storefront window, explaining the meaning of the controversial logo that’s etched prominently into the glass.

As for the name? It’s taken from legendary cinema icon James Dean. “Little Bastard was the name of Dean’s Porsche 550 Spyder, said to have mechanical problems,” Longston explains. Dean insisted on driving it, despite reservations from friends and family. “He got in an accident while driving it and died. I figured this Little Bastard would be my risky vehicle.”

Without risk there can be no reward. With the help of his street team (of local students), he’s inspiring the kids. “We consistently have youth hanging around — skateboarding, playing arcade games, breakdancing, showcasing their art and asking advice on art and business,” he says. “That’s a billion percent better than having the youth doing anything negative.”

“I will definitely not take down our kids logo,” Longston says with conviction. “Art is the biggest form of self expression and no censorship should be put upon art.” The passionate designer is adamant about doing things on his own terms and hopes the powers that be will get on board. “We’ve pledged loyalty to this city – we just want some loyalty back.”

Hey Longston…

Is Little Bastard your first clothing venture
? “Yes, though I’ve designed logos for other companies. I started by drawing on hats and t-shirts back in high school. I just wanted to wear something I liked.”

How did you break into the business? “I read about what to do to get into the industry and I researched emerging streetwear brands. It made me want to get going. Plus, I hated every job I ever had.”

What inspires your designs? “Classic Americana, pinups, metal [music], hip-hop, classic cinema… and just anything badass. Everything can be inspiring.”

Which designs sell best? “Anything we do with our main kids logo sells out all the time. I’m always amazed at that.”

Why do you only sell each design in a limited quantity? “It keeps me motivated to keep things fresh. People ask us to remake sold out designs all the time but we don’t want to – we have die hard fans who scoop up new styles right away and we don’t want to take that feeling of owning a collectible piece away from them.”

It’s Friday night and you’re out. What are you wearing? “Jeans and a t-shirt. And depending on how my jeans look, either some Vans, Chucks or combat boots.”

“We will be strong by the numbers,” Longston says, garnering support from many loyal proponents. “The revolution has begun and it begins in your backyard.”

longston johnson, little bastard, clothes, clothing, urban, woonsocket, erin swanson, providence monthly

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