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THAT’s Interesting Sam Hibbard Director at Somesuch

At FAD, as you know, we love interesting cultural stuff. We were thinking, ‘Wouldn’t it be great to find out what the best global creative brains are into right now? , so we decided to start asking. And then we decided that they should be self selecting. So last time out we had Augusto Sola, Executive Creative Director and parter at 101London and he has nominated Sam Hibbard director at Somesuch.


I grew up on the South Coast of Australia. There were only 7 kids in my class. So I never grew up with a feel of what was cool or what was the current big thing. Frankly, I had no idea. When I went to High school, I discovered that Nirvana and Hip Hop existed and that I was a D.O.R.K, cause no kids listened to Van Morrison, The Band or Steely Dan. I think this has kind of stayed with me. I probably look to the past more than I look to the future to stuff that I’m into. So I don’t know if I’m best to write this…

1 Some Culture I am interested in.


I have always loved getting my haircut. I am really into Turkish Barber Shops. I’m into the fact that there is nothing considered about the shop design. I’m into the turkish tv shows playing on the screens. I’m into the weird lotions they splash on you without asking. I’m into the fact that they are not that into me being there. I’m into their attention to detail, but aloofness. I’m into the maleness. I’m into the price.

I’m not that into the smell of burnt ear hair from the guy next to you.

2 Some Technology I am interested in.


I used to work in a video store and I loved VHS cassettes. Not for any actual technological reason, (those fuckers used to get chewed up all the time, and I never got my head around the tracking dial) but because the technology forced us to sit down and watch something together, not half watching something whilst on your laptop, or sitting in your bed watching a box set alone. I think the simplicity of the technology made me cherish movies more. I always watched the whole movie, wholly engaged. I miss that. Films seemed more special then for me.

3 The Style I am interested in.


I would dress like the two leads in Plein Soleil, if it was up to me.

On the flip side.


An Australian brand. Coogi. They were exclusively worn by rich white old people in Australia when I was growing up. I thought they were the ugliest thing I had ever seen. Then when I heard the line “Every cutie wit a booty bought a Coogi” by Biggie. I was thrown. I liked how hip hop had taken this thing and made it their own. I bought one thinking I could get away with it, but I looked like I had been ejaculated on by a rainbow. www.coogi.com

4 Some Design I’m interested in.


One of my favourite smells, is the inside of a caravan, a mix of stale canvas and formica. I also love the design of them. I used to go to Caravan Expos when I was a kid. I love the faux homeliness to them, but I also like how almost everything serves a dual purpose. Every bit of space is utilized. Every cupboard contains a surprise. I also love how their boring interiors can juxtapose the environment you can drag them too. I would love to live in a caravan for a while, my girlfriend would definitely not!

5 Some Art I am interested in.


Matt Connors. I am into how he is into colour. He is showing at the Herald St Gallery in October. You should go.



6 My Nomination for the next column is… John Allison joint head at 4 Creative

Sam Hibbard works as Somesuch as a director.



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