Now that we're about a week into 2008 I've had some time to really think about how far we've come, as well as where we want to go. After some wintery reflection back home in Chicago I came to a realization...it's not really about style. That's not why I do this.

I don't read any fashion magazines. I'm not really into clothes for clothes sake. Design is nice, but I don't really care that much. I might get done up once in a while, but it's more for a show than for show if you know what I mean.

What really drives me is the underground, especially the underground music world. I feel that it all comes from there. Music is the catalyst that starts the formation of a new subculture. People gather for the sounds, the gatherings drive new attitudes, and out of this new styles develop almost by accident.

Take punk for example - a new sound brought a certain angry, disaffected people together, and they then collectively formed the attitude and style that would be 'Punk'. Or with raves, the developing electronic scene of the 80s brought together a weird mix of neo-hippies and hedonists who created the rave culture and styles.

Sure, there are instances of trickle-down fashion coming from designers, but most of that stuff isn't what Grooveeffect is about. We're all about trickle-up...I've always felt the best came from the bottom, not the top.

So for 2008 we're going to be pushing a bit more into that realm - the whole underground music world where people are free to experiment and develop the future of cool. Stay tuned...