Interview with...The Looky Looky Posse

“Creativity is just an excuse for not being the math and algebra hero...”

“Inspiring is watching people or stories...”

Meet Conny, Julia and Luise - the LookyLooky Posse. They are three funny and brilliant Berliners with an inspirational attitude to life, and I got their thoughts on everything from brownies and cookies to photography and the Berlin music scene. If you haven’t seen the great clothing that these talented ladies make (where the hell have you been?!) click here later, but right now let’s hear from the posse...

How did you guys meet?

Conny: I met Luise 10 years ago in a skate park where she was teaching me how to do an ollie right. Hm, and I guess it was 5 years ago that Luise introduced me to Julia and that’s where all was starting somehow.

Julia: I met Luise probably 5 or 6 years ago. We both worked for a skate contest in Berlin. Half a year or 1 year later Luise introduced me to Conny, after she came back from a long surf trip in Australia.

Luise: It was exactly like this...


What were you doing before Looky Looky?
Conny: I was working in the German countryside for a jeans brand.

Julia: I worked for a magazine in the sales and marketing department.

Luise: I worked for a PR agency.

Could you sum up the Looky Looky Posse in one sentence?

Conny: CREW LOVE IS TRUE LOVE

Julia: CREW LOVE IS TRUE LOVE

Luise: CREW LOVE IS TRUE LOVE


Why did you choose the name LookyLooky?
Conny: It was Luise who discovered the name LookyLooky.

Luise: I thought it is important to be not so edgy, limited and cool...bring something funny, light in it.

Julia: She thought about a name, and few seconds later she said LookyLooky. And we were all like: perfect! Fun is a huge aspect! So the name looks good and sounds good but at the same way it is funny.

Have you been inspired by any other labels?
Conny: There is no label where I would say –that’s it- but if you see a good idea on a label of course it pushes you. Inspiring is watching people or stories and stuff like that. My friends are quite inspiring and photos do the job for me.

Luise: It’s like Conny said also for me it’s more the people who inspire me...not other brands.

Julia: I think we are really into Stüssy. But i don't think that we take this label as an inspiration. It’s only a label which we love and love to wear besides LookyLooky. We get inspired by a lot of things and yes, mostly friends and photos!


What do you love the most about LookyLooky?

Conny: the crew love is true love thing, being a strong bunch of friends supporting each other in any way.

Luise: exactly how Conny said, or how we say in our hard German: EXAKT. It’s about this posse thing. In a big city like Berlin, you need good friends and even more in facebook times, haha.

Julia: Nothing more to say. Crew love is true love.

Finally, what advice can you give to people who are thinking of setting up something similar to Looky Looky?

Conny: If you have an idea and it feels good? Do it.

Luise: When you think of starting something, don’t ask other people...they always seem to know everything better, but it’s not true. They don’t know anything but telling you your way it’s the wrong way. And believe in what you are doing!!!

Julia: Don't talk about it - do it.

Everyone creative seems to be doing about a hundred things at once. There are so many people who are “Photographer/Writer/DJ”s. Do you guys have other things going on as well as the label?
Conny: We would like to use LookyLooky as an agency to do work for other people’s magazines and stuff like that. I wouldn’t say everything that we do is creative in the end it's just a fun thing what we do together. Creativity is just an excuse for not being the math and algebra hero...

Julia: Of course the 3 of us have a "normal" job where we earn our money. It’s the goal to earn money with the one thing that we love - LookyLooky. The jobs we are doing now are only the first steps to be better, to learn more and to get the right contacts to put it all into LookyLooky. So everything we do is in the end of every day for LookyLooky.

Luise: There is a new creative platform in Berlin called "MADE". It’s opening in march and I work for this now from January on. Besides that we create t-shirts for other labels and do a lot more creative stuff for other brands...

MADE in Berlin from Made Blog on Vimeo.

I see from the photos on your blog you must love the cyber sampler cameras- are you all really into photography?

Conny: It’s a mood thing sometimes I am not leaving the house without a one way/disposable camera.

Luise: I love this- playing with pictures! I’m more into Polaroid, but it’s so expensive...

Julia: I always try to take a camera with me; sometimes it works, sometimes not. But I am really into tumblr. On Sunday I’ll check a lot of tumblr blogs to find new pics.

I hear you guys have your own lingo...?

Conny: I would say every group of friends have their lingo, it comes by the time and has their fashion too.

Luise: When you always spend time together, you have your own style and we don’t really care how we say things because you don’t have to explain so much to tell friends what you mean when you are really close... so first of all we did the blog for us and our friends so this is the language we still have.

Julia: It’s a puzzle that fits from different fields. Movies, TV series, music, friends and the Berlin dialect which Conny and Luise dominate because they are from Berlin.

How is the music scene in Berlin?

Conny: The music scene is quite colourful maybe cause of the low price apartments and studios and stuff? Berlin is a broke city which is good for any kind of art or music. I start liking techno music a bit more and quite good DJ and producer is Santé.

Luise: It doesn’t matter what kind of music you like, you can always find clubs, people and spaces in Berlin to share it with friends... Also a good friend of us is Adam Port, who is also doing fantastic electronic music. But I’m more into this rap thing and like the live demo parties very much. They are a mix of live and DJ music...very good concerts and very nice people behind it.

Julia: you have to listen to all the DJs and producers of the small independent label Keine Musik! Besides that, there is also good hip hop music in Berlin. I really like the fact that all the musicians in Berlin don't take themselves that seriously. They are very grounded and down to earth. And it’s quite interesting how many musicians from other cities are living in Berlin, like Peaches, Zombie Disco Squad and so on. And yes, I also think that it’s because of the prices here in Berlin and tons of really good clubs in Berlin, like Berghain, Panorama Bar, Bar25 or Golden Gate. And another point, in Berlin there is no closing time. A lot of clubs are open from Friday till Monday or Tuesday. I think tats one huge point why a lot of electronic DJs and producers love Berlin.

Top 3 BELONGings
Conny: Our crew, our crew, our crew.

Luise: Haha I don’t know if a crew is really a belonging, but when yes, that’s the most important thing! Besides that my phone and lap top.

Brownies or triple chocolate cookies?

Conny: brownies but with vanilla ice cream

Luise: triple chocolate cookies with a lot of cream...maaaamaaaacitaaaa.

How do you (if you do) want to change the world?
Conny: Is this the point to say world peace?

Julia: I’m not that emo or so, but yes world peace would be fantastic. Mmhh, how to change the world? Start with a smile and always be honest.