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Interview with Creative Director Joe Zammit

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Go on then, introduce yourself.
Well, I'm Joe Zammit, or Zammit/Zam as you may know me. I'm 24 years old and an illustrator by trade. I studied illustration at the University of Worcester and barely made it through. Uni is tough man. I've been designed clothing/decals and all the fun shit with SICK since the beginning and honestly couldn't be happier with where its gone and where its heading. Oh and i've got a Thicccccc ass.

If you could share a band or artist with anyone who would it be and what song would you start it off with and why?

Fuck, this is a difficult question. There's endless choice with this, but one band i will always come back to is Lynyrd Skynyrd. They're iconic, they're the perfect soundtrack for anything. Riding, driving, having just murdered a bunch of people like in Rob Zombie's film, The Devils Rejects. Just an amazing band. I reckon most people would expect me to say 'free bird' for the song, which i love, but i'd have to say you need to listen to 'simple man'.... it's another well known song but its a fucking masterpiece.

What is the most important thing about sick to you? 
The brotherhood. Like, not even between the 4 of us at Sick, which i love, but the endless amount of support and kind words we get from people that just get what we do and what we are about. Having that level of understanding and the creation of a wider community is fucking wild and it's amazing to be a part of it.

What is your guiltiest pleasure?
I dunno about guilty but i guess a nice glass of Jack Daniels goes down a fucking treat.... more often than i should haha.


Name one thing you like, you think people would be surprised to know?
 
Oh, easy. 50's/60's music. Like proper old school rock and roll. Chuck Berry, Dion and the bellmonts, johnny cash, Dean Martin, The Drifters etc...
also, (this will probably upset people) I don't actually ride, i skate.

If you could give advice to someone starting up their own business what would it be?
FUCKIN' RESEARCH. Research everything. Understand as much as you can about the industry you want to break into. Manufacturers, suppliers, what's in, what's not, what can be improved and how you could improve it. Plan to decimate your competition and be the leader.

You get to trade your job at sick for any job, what would it be? You HAVE to trade it!
Oh fuck you for asking this. HAVE TO? Are you mad?? I really want to get into tattooing which will hopefully be happening soon, so I guess i'll say that? Again, fuck you.

What is your vision for the business?
Be the leaders in the industry. We are on our way, bit of time and Sick will be all everyone wants. I personally want to develop more curated collections within the clothing and have it become an almost 'Supreme' like subculture. All about the hype.

What has been your highlight so far?
Going to Berlin with Jordan and Tim for Bright Tradeshow in january. That was fuckin' wild. Like the best week i've had. going to the BESA skate awards and seeing so many influential and respected brands and being right along side them.

Who is the nicest person you have met in the industry?
I don't think there's one specific person, but just the community in general. Everyone is super friendly and stoked about what we do. It's nice having that amount of support from people we've never met. 

What surprised you about the bike industry?
How fuckin' passionate you cunts are.... Jesus Christ. Like you guys just don't quit. It's impressive and annoying at the same time. Keep it up though. Don't lose that shit. Make our lives hell on earth (but please don't at the same time)

Any last words?  
I just hope y'all are ready to be seeing a lot more of us, whether you like it or fuckin not. We are here to stay.

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