Brian Scotto
“
...we were very
careful to
never refer to
Hoonigan as an
apparel brand...
Hoonigan
would always
be focused on
telling stories,
and that is what
we have been
doing.
”
We’ve seen you guys branching out
a bit - like working with Can-Am –
how do you see Hoonigan evolving?
Early on, we were very careful to
never refer to Hoonigan as an apparel
brand. We had bigger plans than to
pigeon-hole it that way. Media was
always a big part of how we told our
story. My background in magazines
and Ken’s background in creating
great marketing through content
meant that Hoonigan would always
be focused on telling stories, and
that is what we have been doing with
CanAM, just expanding our story
telling. You will see a lot more of this
come 2017 as we roll out a network of
content for car guys like us.
How does the planning process for
Gymkhana work?
Gymkhana planning can be upwards
of two-three years out. It starts as a
simple idea that we let grow, then we
cut down and build back up again.
We come up with 10 times more ideas
than we have actually made, since
not all of them pass the test. Once
we are happy with an idea, it’s about
six months of solid work fleshing out
the concept, scouting locations and
building the script.
Was there ever anything you’d
planned that turned out to be
impossible?
Every time! We tend to be big
thinkers, so each year there is some
grandiose idea that we all want to
come true, but never does… It’s
always a logistical issue that makes it
impossible.
We loved Gymkhana NINE, how’ve
the reactions to it been?
Great, it seems a lot of people
enjoyed the back to the roots
approach. After Dubai, I really
wanted to create something that
was a stark contrast to the look and
feel of that film. The goal was to
create something closer to the first
Gymkhanas, and the fans certainly
echoed that in their comments. u
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