Check out this video from Bobby... Brand creator of The Hundreds Label.
He gives great insight into his brand, the creation and what its all about. A great talk on the internet and what its done to help/hinder street fashion in the modern era.
"People before Products" is the way that things need to be built around brands... as he says, anyone can make a tee shirt, but if theres no message or any meaning behind the brand, then why would you want it.