For one of our largest “World Tours” to date, PSEUDO spent three months across three continents interviewing some of the most influential and inspiring minds of the global streetwear scene. From LA, to New York, to London, Paris, Shanghai and Tokyo, our 26-strong team spent over 500 hours interviewing, to help build a new streetwear segmentation for one of the world’s largest brands. Interviewing in their homes, hangouts, offices and stores it was the usual approach of “their terms, their turf”. With one interview with a rapper taking over seven hours, the work was exhausting and exhaustive. With the consumer segmentation work now being rolled out globally, it all makes it rather worth it.