#PrimarkMeets Jules T-Smith
We're beyond excited to announce our collaboration with designer Jules T-Smith, of Binge Designs. A pop icon-praising powerhouse, Jules has been adorning tees and tech with nostalgic 90s moments and popular culture references for the last three years, and now brings his signature flamboyance to Primark. Ahead of the campaign launch, we sat down with Jules to talk prints, Pride, & Ru Paul...
How did your brand get started?
Binge was born thanks to streaming TV and a lazy Sunday afternoon. I was making my way through a new series and was searching for show merchandise but was annoyed not to find any – so I decided to create my own!
What's your main source of inspiration?
I love anything that makes me smile; anything that is slightly acerbic or witty always catches my attention. A lot of my inspiration comes from 90s music, TV and film... and I watch A LOT of Ru Paul’s Drag Race!
How does Binge work with the LGBTQ community?
I work extensively with the LGBTQ community, who represent a large portion of my customer base. My first campaign supported the aftermath of the Pulse nightclub shooting in Orlando, and now I create a Pride collection every year in which the profits go to an LGBTQ charity chosen by my customers.
I also work with The Make a Difference Trust designing an exclusive range of merchandise to be sold at their incredible shows such as Mad Drag Night and West End Bares, which goes to support their work fighting HIV and AIDS.
What's your brand mantra?
The Binge mantra is: “wear what you want, when you want, and be who you want to be.” Make a statement; the world can be depressing and dull, add a bit of colour and SMILE!
What's next for Binge?
This last year, I began collaborating with other artists and pop culture icons. I have a full merch collection for a hit podcast show and have just launched a collection with a noted illustrator.
T-shirts and vests €9 each