Exclusive Interview: Frank & Oak Co-Founder Ethan Song Talks New Watch Dogs Capsule Collection

Ubisoft will release Watch Dogs on May 27th and the company has teamed up with Frank & Oak to bring fans a new clothing line inspired by the game before the official release. We recently had the chance to chat with Frank & Oak Co-Founder Ethan Song about the newly released Watch Dogs Capsule Collection to get a little more insight into the new clothing line. Read on.

AMANDA DYAR: Frank & Oak and Ubisoft isn't exactly a combination many would think of when considering some of the best possible business partnerships, so how did your company get involved with the Watch Dog line of clothing and why did Frank & Oak decide to pursue this?

ETHAN SONG: We’re both growing, creative technology companies with an appreciation for the digital world, so we immediately knew that we wanted to do a collaboration together. The prospect of combining all the things we’re passionate about—fashion, art, and technology—was really interesting to us. We know from research and dialogue with our customers that they're immensely interested in technology, and specifically gaming, so this project was a great opportunity to speak to their interests.

AMANDA DYAR: Watch Dogs takes players to a near future setting where technology completely runs the world. What's the process like to come up with designs for clothes that feel somewhat futuristic but are still practical for everyday wear in today's fashion industry?

ETHAN SONG: The Watch Dogs universe has a near-future and chaotic feel, so we tried to capture that through dark shades, worn and faded details, and hidden utility pockets. By keeping the designs simple and focusing on function, we knew that the collection would also be practical for everyday wear.

AMANDA DYAR: Watch Dogs is already heavily into development and is scheduled for release in May. How much did the concept art and characters from the game influence the design process for the clothing line from Frank & Oak?

ETHAN SONG: The clothing and accessories were directly inspired by the game, but rather than try to replicate the clothing Aiden Pearce (Watch Dogs protagonist) wears, we tried to capture the feeling and aesthetic of the Watch Dogs universe. We worked with Ubisoft’s creative directors at a very early stage and viewed initial versions of the game to prepare for the design process. It’s been a very interesting creative process as we brought together storytelling and fashion with this collection.

AMANDA DYAR: The Watch Dog line includes 12 different items inspired by the game. How did the team ultimately choose which items would be made available for the public, and were their any prototypes that were scrapped that you would've like to seen included in the release?

ETHAN SONG: We set out to create a complete look–shirts, pants, accessories—that could all be worn together, or separately, with some subtle graphic details from the game. Initially, we were looking to create more outdoors clothing—leather jackets and outerwear—but ultimately decided to make the pieces more accessible to the fans.

AMANDA DYAR: A partnership between a clothing company and video game publisher isn't completely unheard of, so do you think there is any chance of seeing Frank & Oak teaming with Ubisoft or another video game publisher in the future?

ETHAN SONG: We often see fashion collections that are inspired by music and film, but as video games become more realistic, relatable, immersive, I think we’ll see more and more of these kinds of collaborations. For us, it’s about working with interesting, creative partners in the digital world—whether it be in gaming or retail—for an interesting and unexpected end product. 

To learn more, visit the official Frank & Oak website.