Defend New Orleans
By Kelley Pettus
I’m sure that many of you have seen t-shirts around town with the slogan “Defend New Orleans” alongside the brand’s signature design. The design itself is hard to miss. If you aren’t sure what I’m talking about, hit up a few stores on Magazine Street or Google the brand – obviously you haven’t been out of the house in a while. Promoted by Ellen DeGeneres, the brand has a cult-like following in New Orleans. But what is this mysterious brand all about?
Defend New Orleans was created in 2003, long before Katrina, by Jac Currie and his friend Paul Cianciulli. Inspired by similar shirts in Boston and Brooklyn, the duo thought that New Orleans needed an image to promote and showcase local pride. After tossing around ideas, they had created an image that they thought best represented such a unique city: a skull rocking a mohawk, inspired by pirates including Jean Lafitte; a fleur-de-lis, compliments of the Saints; and a musket.
Jac Currie, the twenty-seven year old owner of the brand, says, “I really think it does sum up the New Orleans thing really well. It’s really mysterious, and the mystery itself is so individualistic…. And it’s so open to interpretation – like everyone will see Defend New Orleans and take away different meanings from that. People seeing it for the first time who are interested in it will want to know what it means.”
Post-Katrina, the brand boomed. People began to connect with the brand on a different level, and Currie attributes this success to the timing: “Before now, I’m sure a lot of people would have been like ‘Defend New Orleans? What do you mean?’” The purpose of the brand evolved into preserving the city, not just expressing local pride.
With so many people now devoted to restoring the city, the brand’s slogan rings true. Currie stresses, however, that the slogan was never meant to be taken literally but rather was a general statement regarding the city. Though vague, the brand certainly has an appeal, especially to the youth of New Orleans. Since Katrina, local pride is much more predominant. A sort of “I Heart NY” shirt, it has united the community.
However, Defend New Orleans is not just a t-shirt brand. Although it is not classified as a non-profit organization, Currie donates as much of the proceeds as he can to charities such as Save Our Coast, Renew Our Music, and Sweet Home New Orleans. Since Paul Cianciulli moved to San Francisco, Currie has been on his own promoting and managing the brand. He wants to be able to give back to the city, both spiritually and monetarily, but paying an artist to design the shirt would leave little room for Currie to do so. In addition, the company is not Currie’s only responsibility. He also runs the bar the Saint, located in the Lower Garden District. Though he is busy, Currie says of the brand, “I’m really married to it, and I have to keep it going.”
However, the people are not the only influences on his awareness of the city. In addition, he blogs with his cousin and creator of DNOvideo.com, Drew Stubbs. Currie explains, “I’m making this blog and probably reading more news stories than I would normally… I’ve made it a point to pay attention to stuff that I probably wouldn’t have the first time.” In addition, he still enjoys seeing people wearing the brand: “I can kind of figure out what they’re saying with it or how they got into it.”
Not all reactions to the brand have been positive, though. Currie has seen his stickers, which he leaves at stores and bars for customers, paired with controversial and racist stickers. Currie says, “I’ve never disagreed with anyone’s criticism of it… I kind of understand that resentment and anger. I would probably say the same thing about this. And it does look so crazy – it kind of looks like some sort of right-wing militia with the white skull and the mohawk. I could understand people thinking it’s some sort of white supremacist thing… [but] being anti-racist is part of Defend New Orleans.”
The brand was created as an innocent statement of local pride. While the vagueness is part of what makes the brand so appealing, Currie recognizes that he needs to promote a stronger mission statement. He sees the lack of press as the brand’s biggest issue, and certainly wants to pursue that aspect in improving Defend New Orleans.
Above all, Currie wants to stress the message of the brand. He says, “I feel like every time I talk about it I sound like some wishy-washy hippie or something so I’d like to somehow emphasize that it’s totally coming from a pure place, that defending new Orleans really is all about loving New Orleans culture and the loving the city and being proud of it and being happy with being here – even all the potholes and all the little inane details that make life here so different.”
Please visit:
DNOVideo.com
Myspace.com/defend_new_orleans
DefendNewOrleans.com