There is no denying that the graphic tee is a trend that is continuing to live on, but offering something a little more different this time around is the newly launched brand, Bad Etiquette. Born and bred out of Toronto, Bad Etiquette is not about slapping a logo on the front of their items, but rather it’s all about an attitude. A “I’m going to keep it f*ckin real” attitude if you will.

“I’m not selling clothes, I’m selling an attitude,” said designer Lionel Wong. “I actually don’t wear a lot of streetwear. I’m not a big fan of big logos for logos sake.”

The first men’s streetwear collection features tees, hoodies and snapbacks, but ladies, can definitely wear these too, in fact, a great loose tee is a must-have! The designs are simple yet bold in black and white – just the way I like it! The designs make a big statement but still allow you to build a look off of them. As a graphic tee lover, this is one you’ll want in your wardrobe.

What’s truly captivating about this brand is the story behind Lionel Wong, the designer of the brand. At the young age of 16, Wong had left home and was working three jobs to stay afloat. It wasn’t until college that he recognized his passion for design, fashion and interiors to industrial and graphic. In his late 20’s, he had a serious battle with cancer and had to go through intense chemo and radiation therapy but he eventually decided to join the advertising industry where he’s been working for the past 15 years and as an Associate Creative Director most recently.

How did Bad Etiquette come to life? 

I’ve always had an itch to create a clothing line. I had tried once before, many moons ago before social media, even before e-commerce, and long before I knew what the hell I was doing. I sold a couple pieces on consignment at Uncle Otis in Yorkville, but it never really went anywhere. And I guess late last year I was inspired to give it another shot.

I work in a very creative environment at OneMethod, which is part ad agency and part incubator for new ideas, any idea as long as they’re dope. And ever since my battle with Cancer, I’ve had that live for the moment mentality. So to answer your question, I guess you could say that when life came back to me, my passion for fashion came back to life.

What celebrity figure would you love to see in one of your tees or hoodies? why?

Pharrell. Hands down. He’s super stylish, he’s a trendsetter, and he’s done it himself with Billionaire Boys Club. And in some ways, his persona represents many of the things BE stands for. But I would never rock that crazy ass hat of his.

Where did the name Bad Etiquette come from?

This took me months! I was trying to find the right name that embodied the attitude I was looking for. Something with a bit of swagger that wasn’t cliché, cheesy, or expected. And based on the feedback so far, I think we got it. Also, I have terrible etiquette.

How did you come up with the designs of the tees and hoodies? Is 88 a special number?

The entire collection is about being yourself, making no apologies, doing it better, and hustling hard to get yours. That’s where the inspiration for the all designs came from.

And in Chinese culture, 88 means fortune and good luck. I don’t really believe in luck per say, but I can’t argue that I’ve been really blessed. I can’t even begin to count the number of people who have helped me with this venture without any type of hesitation – from photographers, to models, to stylists, to DJ’s, to restaurants, to promoters, to the two lovely PR ladies cc’d on this email – I’m one lucky ass HOODLM.

For more information on Bad Etiquette and where you can get your own tee, visit itsbadetiquette.com.

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