The original goal of the 10.Deep brand was to reflect the ideas and ideals of youth street culture surrounding its founder, Scott Sasso, as an adolescent in New York City. Launched in his college dorm room, the name was ultimately chosen from a list of 50 because of its bold sound. As a slang term, 10.Deep describes a group of 10 people brought together in a show of force. As a brand, the name is a reference to a person's 10 fingers and the power of a single strong individual to affect change.
Unwavering senses of collective individuality and personal strength are what birthed hip-hop, skate, punk and graffiti, and every youth movement of the last 30 years. Through gritty, utilitarian fashion pieces and critical, oft-provoking graphics, the 10.Deep apparel line continues to reflect the contrarian ideals of the cultural movements from which the brand was birthed.
The 10.Deep for Altamont collaboration continues this tradition. Taking cues from the namesake Altamont tragedy of 1969, Scott invokes the event and the era through motifs like a raceway checkerboard pattern, a bloody arm, psychedelic imagery and a reference to the infamous event security, or lack thereof. All of these elements are incorporated with his signature 10.Deep attention to detailing and unique patterns to create a completely modern brand mash-up.