Where do I start??? After working at Borders as a Music Manager, I had an idea to create a brand called Non Fiction—the term means Real. I believe this was back in 1995, a year before my 21st birthday. I’d chat weekly with reps at TRC Distribution, since I ordered a lot of vinyl for Borders Waikele. My main rep, Keida Brewer aka Rasco, was not only my guy but also a rap artist on the legendary indie label Stones Throw. When I shared the idea for Non Fiction, he said he’d be 100% down to rep it—which motivated me to go for it.
I didn’t know anything about design, so I asked my friend Marcy to help with a logo, and she knocked it out fast. Thank you, Marcy! From there, I started playing with Adobe Illustrator during my free time, reading books to learn the program. I came up with a collaborative tee design with @stonesthrow —they approved. It was simple: their logo, a turntable, and the new phrase: Underground Cloth for the Independent Sound.
Everyone was so supportive. I got to partner with Jeremy Phillips, who had his own screen printing press. He went to college with @fiks8 , and they made dope tees together. Jeremy and I would plan designs, burn screens, print tees, and dry them at a local facility. We had a blast, and I’m forever thankful for the support.
Jeremy printed In4mation’s first tee—The Original Standard—and helped build our first Mililani store. He was always family and backed everyone 100%. Sadly, Jeremy passed on May 11, 2021. Our thoughts are always with him and his ohana.
I started the Non Fiction IG as a tribute to music and culture. Reconnecting with old friends and honoring the DJ community in Hawai‘i, I decided to launch some tees and slipmats. The first tee features an image of Lil’ Kim with the line Shall I proceed… yes indeed—mirroring In4mation’s vibe: Shall I proceed… and continue.
Sincerely,
@toddshimabuku
