Written and published by Angenette Navedo
What is HYS & how did it come into fruition ?
Hell Yearns Salvation was made to signify that nobody's life is perfect but we work hard to maintain that normality. What is normal to you may be chaos to others. Your Hell can be my Heaven and vice versa. HYS* came to life when I was a freshman in Bethune Cookman, I came up with the name out of pure admiration for the people around me. At that time I was surrounded by drug dealers, scammers, dope fiends, athletes, and just regular college kids like me. I started to realize that everyone really lived in their own world when It came to living on your own and being on a college campus. HYS* really started coming to life when I dropped my first long sleeve tee. I designed the graphic on Photoshop and placed it on a tee in ooshirts.com it was my first official release for my brand and I couldn't be happier. After that I started looking into making more and more 1:1s for my brand. Eventually I took off from there. I started experimenting with different printing methods and I finally found my niche with screen printing in like the end of 2015-16.
& Who is behind HYS?
I'm Dominique "Dom" Victome. I'm 23. I was born in West Palm Beach and I grew up in Lake Worth. I use to live in Florida but I moved to NY for school. When I moved to NY it was like my whole brand increased momentum by like ten fold. I became more inspired and I started to go outside more to get inspiration from the streets of soho. Honestly, everything you see in my company is all made by me. Every graphic and garment printed was handmade by me. I feel like thats the beauty of the brand to be honest, It really all comes from a place of love within me and I just don't think you can find that with other brands. Yeah I hate what I do sometimes cause I compare myself to people too much but its really whatever I still strive to be the best me that I can possibly be.
what do you want to come of your brand and what are you doing to make sure you get there?
Only thing I want from my brand is pure freedom. I want to be able to wake up everyday and just create shit without having the customer in my mind and strictly making things that Id love to see. I want to be able to live off HYS* money for decades and I want my kids to live off it too. Everyday I ask myself what i’m doing wrong in the game for me t not be where I wanna be yet and it frustrates me but I cant give that my energy because I start to lose sight of my main goal. All im tryna say is Im tryna live freely as possible, never worry about school, never worry about money, and never worry about anyone but me. I think what I personally gotta do is just be more outgoing. My problem is that Im not that best at putting myself out there but when I do I always get the results I want.
would you say its harder as an artist with a clothing brand than it may be for artists of other classifications to make it ?
Personally I would say it’s harder, for a streetwear brand designer we have to make things that are acceptable enough to be worn on a t-shirt. Our art is wearable and its what you can wake up everyday and put on. While visual artist only have to worry about ONE piece. Nobody has to wear it and it has no boundaries. A art piece could be a jug of milk spilt on the floor with a sign that says "economy", then Boom it'll be in the MoMA with people asking what does it mean. For a streetwear designer that could barely happen unless he is known for two professions as such. A painter can be a designer and a designer can be a painter. Designing is hard because all of our work is suppose to be monetized immediately for profit. If you're an artist and you're painting piece by piece, you don't have to worry about mass producing your product. I personally love art of all kinds. As a child I watched my dad paint in our living room everyday. Id always want to be involved but he'd get mad. If I could do both I would, I probably can I just need that space in my crib.
what is the hardest thing about what you do?
The hardest thing about running a brand is not knowing whether a piece you love is going to pop off. Its very nerve recking cause most of the time you love everything you make but at the end of the day everything you make has to sell for a profit. If it doesn't sell its a loss. When I experience a loss I got to go back to the drawing board and try and realize where I went wrong. The worst is when you push out like 6 graphics and only half of them printed on tees sells. Its kind of like a stump moment because you cant really pinpoint whats going to be the next big staple graphic for your collection. For me a staple was a Demon Butterfly with the logo under it. It was supposed to be one of my new logos but I kept the script one for older use. Another issue I run into is color ways, my favorite colors right now are black, red, white, and maybe purple. Its hard because you have to correlate with the season and how you're feeling at the moment. Sadly some colors look terrible together and the worst is when you pick a fly ass color way and it gets overlooked.
what local/slept on brands would you like to see more love shown to?
my favorite local brands right now off top is Stolen Project, NRS, Kangie2The, Filthy and Paul Calvani, We need NRS on every nigga that we see. NRS is really my family, my bro really got this shit from the mud and its just beautiful to see him working and creating pieces for big names in the south Florida region. Stolen Project is low-key killing shit right now too, their graphics are always on point and his printing techniques are immaculate. Kangie is like a cousin to me, truly blessed to know her. She's pushed me to become more professional with my brand and with myself in general. Filthy is a homegrown demon, Jerry's vision for the brand is impeccable and the meaning behind the brand just feels like home and community wrapped in one. Paul is a close friend of mine too, his cutting a sewing has gotten so much better since the last time we spoke and I just wish every good opportunity comes to him soon. Shout out to Yordan too. They're both killing it right now. No pity for thePrivileged is one of my up and coming prodigy's too. Im hoping to get some hoodies from you soon.
Any brands you trying to get a collab in with? local and not local.
Right now Im working on a collaboration with American Hardcore which Is a brand out in South Carolina I believe. They really fuck with me and their brand is like a adaptation of mine. Shit is really dope, We have a couple pieces dropping soon. I want to get a collab with NRS soon, we have to go over designs we'd use but eventually we'd come up with some sick shit. If I could collaborate with any brand in the world it would be 'Fucking Awesome' or 'Stray Rats'
what's your opinion on people saying you cant consider yourself a designer if you can't actually cut or sew clothing?
I tell them to go fuck off. Like honestly, I designed the graphic on the tee and I decided the placement of the graphics on the tee. You think because I didn't sew the shirt together I cant call myself a designer? Fuck off. Streetwear design is just as tiring and just as tedious as sewing garments together. That may not be the case for everyone but this is what I truly believe; If me designing graphics, placements on tees, and screen-printing my work on a tee isn't designing then its honestly whatever I could give a fuck less.
what would you like to see more of in the art community from everyone as a whole?
From the art community I just want to see more love being given out. Its hard being a artist or designer and you feel like people are overlooking you because you don't have to "clout" or you don't have the same circle as them so they don't see you as that influential. Its a shame, imagine if we all supported our friends brands as much as we supported celebrities that would spit on us if they had the chance? Just how I feel personally. The best feeling right now is knowing that someone out there in Florida is smoking a blunt talking to their friend about my brand while wearing a hoodie of mine.
Anything you'd like to say before we close this off & what was the most important lesson this year taught you?
Honestly all I wanna say is, Fuck everything and Fuck Everyone! HYS* is here to stay, Nobody can take my place, Shoutout to my mom