Get To Know the Brain Behind WE DROOL

We Drool is one of the hottest brands making a mark in the Philippine streetwear scene. By creating designs that express a lifestyle of pursuing passions they were able to amass a loyal and engaged following. We sat with WE DROOL’s Founder and Creative Director Ton Infante to get to know his creative flow:

Why Did You Start We Drool?

Started the brand as a passion project to try another medium for my creative pursuits. As heavily inclined with arts and music, the curiosity to express written poetry and graphics came to life by making the shirts as the canvas. Along the way, we were able to establish something from it.

Eventually, things got serious and we were able to build it from the ground as a business and to what it is now.

Do You Remember Your First Collection? Please Talk About the Story of the
Collection.

We started to release a couple of tees with our classic logo back then. These were printed in 3 colourways–black, maroon and forest green. Marketed, gave and sold some tees within the circle of longboarders who we used to hang out for quite some time.

First collection release was mostly DIY. I commissioned my sister, Mary and a couple of close friends, to do some graphics for the shirts and my friend, Jose to do a photo shoot. Jose is a good friend whom I’ve met in the band scene.

Even remember that the first unofficial lookbook was me being the model and my sister as our photographer back then.

We got the shirts printed and turned to a collection. It is mostly black and white colourway back then.

What is your Top 3 Most Favourite WE DROOL Collections, and Why?

I would say:

The Spoon City Collection, (2016)

For the Spoon City collection, I think this is the time when we were able to coin the name, “Spoon City” which is now the name of our community group. I think this is the time we are getting away with the usual black and white colour blocking. We are shifting to doing bright colours.

Sugarcoat (2018)

Sugarcoat, for the reason that we have solidified the message we want to continue to convey. Colours and designs are cohesive. The process from production to the actual photoshoot was tedious yet rewarding. It is a tribute and awareness of eating disorders that is still an uncomfortable topic to date.

Sodapop Cupsule (2020)

Sodapop Cupsule and Always Hungry as we’ve done this before lockdown and general community quarantine period. Strong concept too and visuals despite the challenges experienced.

Honourable mention is The Ultimate Bathing Experience Tee (Summer 2017)

The Ultimate Bathing Experience is a capsule release and the graphic is actually from the swimming photo of my back then-girlfriend, now wife. Plays key as well to our future releases moving
forward.

Can You Walk Us Through Your Process? How Do You Know When A Collection Release is Finished?

Basically our shirts are merchandise of our experiences, inspirations and observations. It is a combination of all including intuition, logic and emotions. Lastly, fun and humour should always be part of the process.

What is Your Grand Vision For WE DROOL?

Basically, to grow further locally and work with brands/artists/creatives we vibe in or share something mutual we believe in. Work with heritage brands and build our flagship store and design studio/HQ for the brand and for our podcast-conclaved. To go also internationally and represent PH in the world. Lastly, to leave a long-lasting impact and share inspiration to our supporters and the entire community.