Sanguine mouths and red-veined eyeballs are the aesthetic, printed on t-shirts, hats and hoodies. But it’s all in good fun. According to Dakoulas, his series of graphics aren’t meant to invoke a gag reflex; they play down the gothic side of the horror genre and evoke a bit of whimsy – an ode to the brand’s name.
“The first season was about the idea of being punished for having fun,” Dakoulas says, referring to a common theme in horror films (the action starting when a group of partying teens is slaughtered by a knife wielding maniac).
The sentiment is all too familiar to Dakoulas. While studying graphic arts at Massachusetts College of Art and Design, the designer worked within a traditional department that put a heavy emphasis on typography, a type of education he found binding. More interested in working with silk screening and exploring beyond brochure design, Dakoulas was met with resistance and criticism for his work.
But during his senior year, light blubs clicked. A combination of two ingredients fermented in Dakoulas’ brain: a fascination he shared with friends for campy horror films and the realization opinions held by the upper echelons of academia are ultimately subjective. A business plan was born. Inspired by his undergraduate experiences, he dubbed his company’s slogan: “What are you afraid of?”
For Dakoulas, every piece of apparel is considered to represent an idea that individuals too often allow themselves from doing what they want; people allow themselves to be punished for having fun. The first season explores the humanistic concept through a combination of ironic imagery and color in pieces like “blood on the dance floor” that depicts a high top sneaker sliced by a bloody carving knife.
“The ideas are more important than the graphics,” he says.
Dakoulas’ mixture of horror and street style has not always been successful. According to the designer, the first season of work scared off female customers due to the use of blood. But his second season line made a huge viscous oozing splash. The piece “Vampire Grill” has been flying off the shelves; Dakoulas brought in friend and designer Matthew Schriff to assist with the editing process. It’s got the horror element, big vampire teeth dripping brilliant red blood – but it’s got the party down too. The shirt is a deep, saturated purple evoking an American Apparel look. But what really brings it together is the platinum, jewel encrusted grill. Its loud, you can’t ignore it, it begs for your attention and it doesn’t let you down. You are met with a surprising and engaging mix of colors and a design that is just dangerous enough to be fun.
Does the apparel hearken back to the core concept of asking the viewer what they are afraid of? Dakoulas admits that in the second season his work was mostly an exploration of varying concepts, some of which don’t much relate to the rest, but statement regarding style. Players have swag even if they are the undead.
“We all know vampires are just ancient gangstas and hustlers. You know—with all their ways with women. And their power to make anyone entranced in their stare. And how they love shiny things. Right? I mean, that’s what I heard.”
DPM will soon be launching a third season incorporating designs that play with the idea of a personal dark side. Dakoulas has also expanded his exploration of what makes us afraid in an anonymous blog where people can share their deepest fears at whataruafraidof.com.
To check out DPM’s work, log on to dancepartymassacre.com or visit Horror Business in Allston. A second set of pieces for season two will be released in late April. Dakoulas says he plans to have them be about 25% horror 75% dance party.
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