The last time we talked to this man from an official standpoint, his brand had just stormed the front with a collaboration with Lupe Fiasco. More than a year on, he’s taken the FALSE label even higher towards the heavens – a second clothing line, videos, music, publications…… the works. Watch out world, FALSE is here.

It’s been a while since we last talked to you… what’s happened since?

It’s been a while; yeah I think we spoke more than a year ago. So much has evolved and progressed since. I’ve been working on the new vision of my brands and their various side projects/releases, pulling everything together under 1 multi-label and our new e-store and pop-up shop project Anti-Anti. Been neck deep in with Lupe Fiasco on our band Japanese Cartoon, we’ve been working very hard on getting our 1^st album out it’s been over a year since word got out about the band, which should be just a few days away *fingers crossed I hope! Have a little music side project of my own I’ve been cultivating called Death By Disco I should release an EP in September if all goes well and I have a large scale global art project that I’m working with Dave White & Fatsarazzi on, so it’s been brain freeze from the beginning of 2010 which has panned out to be a wonderful year!

We know you completed your headpiece recently… We gotta respect a dude with a headpiece. How’d that feel? What were the origins?

Too kind! It felt like death… 6 hour sessions and over 30 hrs of work on my skull. I still have 1 last quick touch up session in front of me. All jokes aside it was a great experience for me, it’s origins lie in Maori Moko roots, (my better half) Amanda’s ancestry lies deep in Maori heritage and the symbolism to my head moko was a coming of spiritual age for me. It marked the day I became a man.

We see FALSE branching out and giving a whole lot of loving to videos, prints and sounds. Why the diversification?

It was an organic movement towards a complete rushing of the senses. FALSE has never really been the basic business module-d brand. It always has been an open concept towards self-expression and originality. I feel very blessed to run such a diversified animal. It is the diversification that creates the justifications in the message.

We love the graphics on Better Off Dead’s new line. What was the reason for starting a second line?

Oh thank you! Better Off Dead was brought about to serve a purpose and it’s evident in its graphics. Like a little sibling Better Off Dead is a little mischievous and gets into trouble every now and then, he’s not afraid to mouth off too. To bring back the very essence of the “counter culture brand”, the very purpose of why independent fashion came to life. It’s been receiving a lot of attention and love as of late.

What led you towards the creation of the character, Karl The Butcher?

Lagerfeld himself, deep inside there’s this dark side that we don’t see, something someone so well dressed is trying to hide, the evolution of man is stained in covering our bloody animal barbaric past. Karl was just a metaphor to all of us as an evolving species.

With so many projects on FALSE’s plate, what has been your personal favorite of the year so far?

Oh how I love them all, but my Japanese Cartoon band project is something I’m constantly doting on. Before I even started with art and design I was a musician. My dream was to make music that would be appreciated by a select group of masses around the globe. I gave up that dream about 8 years ago, my friendship with Lupe and him constantly pushing me back towards that direction has brought that buried dream back to life and made it become reality. It was an organic progression to this point and seems ever so magical to me.

What should we look out for from FALSE in the second half of the year?

We’re pushing it hard this year with some pretty leftfield releases, pop-up shops, art-projects, etc. Expect the trademark FALSE flare each time we make our rounds. The purpose of FALSE is to serve our supporters loyally and graciously. We’ll be seeing more of that mentality towards the end of the year, we don’t sleep at the FALSE HQ…

Looks like you might need a holiday after 2010. Where would be the perfect place for you to go?

Nah, it’s only scratching the surface right now, 2011 might be my busiest year ever but hey who needs sleep anyway and to be honest everyday’s a holiday to me, I feel truly blessed to be able to do this for a living. I’m just thoroughly grateful.

What’s the secret to juggling so many exciting projects and getting quality results from each and every one?

Vampire Blood baby.. we sleep in the day and FFFeed in the nite. Nah seriously there’s no secret, just find something you thoroughly love to do and find a way for it to put food on your table, everything else will follow!

Favorite McDonald’s Burger?

Haa ha, you lookin for a barn burner here huh! People have been seeing the devil in oh so all the wrong places! Educate yourself.

McLibel – Two People Who Wouldn’t Say Sorry: Link: http://video.google.com/videoplay?docid=547901963081075342&hl=en#

Food Inc: Link: http://vidreel.com/video/NTc2OTQ3/

There’s more from where that came from: http://tv.wearefalse.com/propagandhi/

LIBERATE yourselves now, you’ll thank me 20 yrs later..