attitude from the streets
Inspired by the gritty rawness of New York City and an array of urban subcultures, the Smutlife brand encapsulates a timeless yet rebellious attitude derived from the streets.
Founded by owner Alex Starr back in 1999 while living in NYC, Smutlife is the intersection of creative influences and personal obsessions.
“I grew up in an era where skateboarding, graffiti and hip hop essentially began to influence everything in fashion. I believe that there will always be an appetite for something aggressive, sexy and acceptably crass. The Smutlife brand represents that to a T.”
The Early Days
Blending a melange of cultures drawn from the streets is what influenced Smutlife.
In concept of Smutlife was heavily influenced by a deep personal connection with NYC that stems back to early childhood. “I spent many of my summers as a kid in the late 70’s and early 80’s with my father who was a truck driver in New York. So I was exposed to a really interesting, wild era of NYC that seems to be non-existent today.” He says Smutlife was spawned from personal interests and vices that have been an influential part of his life.
In 1994, Alex moved to NYC where he attended the Fashion Institute of Technology as a merchandising major. This was essentially the pinnacle of the club scene era, hiphop and the NYHC scene, which was nothing less than a juggernaut in underground music.
“When I was 14yrs old I got my first skateboard, it was a white Variflex with a big ol splash of pink across the bottom. That board changed my life in so many ways. The household I grew up in as a kid was kinda volatile so skateboarding pretty much became an escape for me.”
Spending most days skating the Brooklyn banks and the WTC or midtown at night, the creative lines you could discover in the streets of NY were unlimited. Every day was an adventure, literally.
“I went to F.I.T. which is right on 27th st. between 7th and 8th ave. And if anyone has any recollection of what the landscape was like back in the late 80’s and early 90’s, then they’d know it was a the ultimate playground for degenerates and the deplorables."
FORMATIVE YEARS
After dropping out of F.I.T. in 97’, Alex began working for a custom shirtmaker and then eventually finding himself working in production at Cythia Rowley. “I spent my days bouncin’ from sweatshop to sweatshop in midtown doing garment inspection. I hated that shit and knew it was just such a menial position that would never amount to anything. Plus I didn’t speak a lick of Mandarin.”
In 1998, he began working alongside of fashion editorial stylist Patti Wilson with photographers David LaChappelle, Albert Risso and Francesca Sorrenti.
“I learned quickly how the networking aspect can be super critical when navigating your interests and career goals. I’ve always kinda jumped from one thing to another, trying new stuff while navigating the noise until the wick burned out. Finally I ended up working in production on music video sets in the late 90’s. Director Nick Quested opened up a door for me that lead to a 20yr career into post-production. This was when I came up with the concept of SMUTLIFE while working in the West Village when it was still thriving with trans prostitutes who would post up outside our building at night.”
During these progressive years, Alex worked with iconic hip hop groups such as Gang Starr, De La Soul, Mobb Deep, the Goodie Mob and NYGz. and then transitioned into television working as a show editor on the 2nd season of The Chappelle Show.
"When I was working on the Chappelle Show the direction for SMUTLIFE became an online magazine which focused solely underground music, street culture, skateboarding & the adult industry. The intent was to give the world a fresh, new look at the blemished undercarriage of NYC thru a tangible print issue. I think many of us grew up on skate zines and nudie mags so it became an obsession to put out my own zine."
Unfortunately, the combination of the economy shitting the bed in 2008 and the imminent shift in technology sent the idea of creating a print publication to the grave.
counter culture
Today, Smutlife has evolved into a modern lifestyle brand for both men & women tailored by the youth counter-cultures. The brand still embodies it's indulgent values - an unapologetic inebriation with an intense desire for carnal creativity.
raw and uncut
100% Raw and Uncut from day one. Smutlife is YOUR UNAPOLOGETIC LIFESTYLE BRAND!
Core Values
We believe that what you wear should tell your story — raw, real, and unapologetically yours. Our streetwear is made to move with you — from day to night, from city streets to spontaneous adventures.
Each piece is designed to be versatile, durable, and bold — made to layer, mix, and express who you are without saying a word. We don’t just make clothes — we create a canvas for your individuality.
