Plastered Says Goodbye: A Convo With Dominic Johnson-Hill on Plastered 8's Impending Closure
After 16 years in Beijing, Plastered 8 – what is perhaps the coolest apparel company in the capital (and China) – is closing its doors for good come October this year, according to an announcement from the company last night (Aug 11) on its official WeChat account.
The story of Plastered 8 and its founder, British expat Dominic Johnson-Hill, is a fascinating one, and its continued presence in the Beijing psyche makes it all the more sad to see it closing. Johnson-Hill says Covid is to blame for the closure, with restrictions making it difficult to run brick and mortar shops in the hutongs and making trips to and from his new home in Hong Kong more complicated. We recently spoke with the long-time owner and artist about his feelings on the decision to close, and what's next from here.
How does it feel to be closing up shop for good after so many years in China?
It’s a mixture of incredibly proud and incredibly sad. We wore our heart on our sleeve for 16 years (got in trouble a few times) and managed to build a brand for Beijing, and that’s not an easy feat, but it’s important to know when to change. Sixteen years of nonstop ideas and selling in volume doesn’t appeal to me anymore as an entrepreneur, so it’s time to change it up. We have a great agency side to our businesses that’s doing really well – those murals and installations, etc., you see around town – and that’s really where I see the brand’s future and fun.
Looking back, what’s one of your best memories of running a store like Plastered 8?
To say it was a crazy adventure is an understatement. We opened our first store on Nanluogu Xiang when the hutong was mostly empty next to the courtyard where my family lived, and seeing the hutong explode was insane. I was winging it all the way and each day something fun would happen. It was very stimulating. China is a playground of opportunity. My top memories are:
Pulling off a catwalk show on Nanluo in 2007 – disco balls in the trees and models strutting out of my home down the street lit up by the flashlights of those in the audience.
Giving away 200 free cabbages from the store one morning to all my neighbors who formed an orderly line down the hutong.
Calling Jimmy Page “Robert Plant” when I saw him in my store buying t-shirts.
Seeing customers line up outside the store to buy a Beijing Pollution Globe (like a snow globe with grey dust) we created.
Best of all is just walking into the stores [in the] early morning, looking around at all the ideas and randomness that happened. I never thought I’d be brave enough to express myself in such an honest way. I was lucky to have met so many talented people to help me on this journey.
We understand Plastered 8 has a lot of big fans – super fans, perhaps – in China and abroad. What’s the most dedicated Plastered fan you’ve met?
We have an incredible fan base – fans who have stayed with us through thick and thin. Our young Chinese fan base has been the pillar of our existence and I’m truly grateful for them and all our fans over the 16 years.
You also get surprise fans, like James Hetfield and Samuel L. Jackson, which you can show off about And then there’s Boris Johnson, who runs in a Plastered 8 tee. That shit is out of your control.
Will there be any sort of special events or sales before Plastered shuts its doors? Any plans to go out with a bang?
From now till Oct 8 we have a ton of great sales and in-store sales events and giveaways. Our shops are all managed by Beijing ayis, who have a lot of power to make their own decision, so if they like you and remember you you’ll probably walk away with a lot of freebees.
You’ve also dabbled in television series and other things while in China. Will you continue with this line of work? What’s next on your agenda?
The TV career came about by accident and it was a lot of fun. Doing 27 travels shows around China in 15 months was the highlight for my Seasons of China travel series. To be honest, I’m done with that for now unless something as exciting comes along. I’ve moved to Hong Kong after 30 years in Beijing and intend to spend more time with family and creating artwork and ideas.
What sort of advice would you have for any foreigners looking to pursue their creative passions in China and make a living out of it?
It’s probably the biggest untapped market. I still can’t believe after 16 years I didn’t really have any serious competition (apart from the copycats). China loves creativity, and if you feel you have a flare for it take what you’ve got and run with it. Plastered 8 is simply an inquisitive, immature English guy playing around with what he sees and experiences and gets inspired by in Beijing. It’s a celebration. It’s terrifying for most of us to express ourselves publicly, but I can truly say it changed me and my life forever, you’ve just got to find the balls to do it.
READ: 20 for 20: Plastered 8 Founder Dominic Johnson-Hill
Images: Uni You, courtesy of Dominic Johnson-Hill
