Colorado’s rising apparel brand “totem.” stops to chat [Exclusive Interview]
Known as totem, a Denver-based streetwear brand run by Joseph Chiarmonte talks about launch day.
DENVER, CO – Storm reporter Garth Jones caught up with Joseph Chiarmonte, rising streetwear brand creator and founder of Totem. before his their anticipated merch drop on December 17th.
As a clothing brand centered on the dance music space, showcasing minimalistic fashion attributes and exclusive limited runs of his artistic craftsmanship, we had to learn more about Joseph’s upcoming merch company, his journey, and what goes into the genesis of a business.
Luckily, we caught him in the middle of a 100-day social media challenge to be primed and prepped for launch day on the 17th of December. We saw his video around the 40th-day mark, so he was in the thick of his postings and preparations.
What makes totem different than most other electronic music-centric clothing brands is their focus on minimalism in a corner of the market that is undeniably flashy, naturally eclectic, and ultimately made to be noticed.
We are growing increasingly excited for this product launch. We want you to know what to do and where to go when that day comes.
“Recognition from the right people feels better than attention from everyone.”
– Totem
Q1) Before we jump into the business side of the questions, talk to us about your beginnings in dance music, raves, and or festival culture – where did it all begin?
Joseph: Like many people in this scene, I’d imagine we share a similar experience as far as an introduction to dance music. And that is hearing Bangarang by Skrillex for the first time, I must’ve been in 6th or 7th grade.
I continued to listen to electronic music throughout high school and college, where I started to attend shows and go to a handful of my first festivals, like Lollapalooza in Chicago and Moonrise Festival in Baltimore.
My love of the music, the festival/show culture, and the people, all continued to grow beyond college.
Then, when I moved to Denver in 2024, I was even more heavily immersed into the scene. I have since attended numerous shows/festivals, pop-ups, merch events, and more.
Q2) Tell us about Totem., your company, and the products slated for launch this December – what can we expect?
Joseph: Totem. is a Denver-based streetwear brand that is inspired by the EDM community and its culture.
However, unlike much of the merch and apparel you see in the space, we want to offer a more subtle and minimal approach with its style.
I’m not saying that minimal options don’t exist, but I found that there was a lack of more subtle apparel that still represents the scene we all know and love
On many occasions I would search for minimal EDM apparel options, and would have a hard time finding something I’d want to wear in public outside of a show or festival.
So, I decided to create my own and I am posting 100 days straight documenting the build. Our first collection will launch in December, and it will include two T-shirt designs and a custom embroidered hat.
We’re keeping the initial release intentionally small, with a focus on quality, thoughtful design, and creating a premium experience from the clothing itself to the packaging it arrives in.
Q3) You mentioned your products are for customers who do not want loud, flashy, or eclectic colors and appearance. Where does this minimalistic style and approach come from?
Joseph: I am traditionally not a very flashy person. I don’t necessarily like drawing attention to myself.
And while I love the rave scene because it is a place where I can be more expressive and flashy, 95% of the other time I am not at an event/show/festival, I prefer to be more low-key.
Yet I still want a way to represent the scene and find fellow fans out in public and unfortunately much of the merch is too loud for my style.
That is why totem. exists. It offers a minimalistic style that still represents EDM, the community, and the culture. Something that a fellow raver can recognize in public and instantly “get it”, but to anyone else, it’s just stylish streetwear that looks good but isn’t too loud.
The logo is meant to be recognizable and represents the scene in its split design. The smiley [face] reminds us of the feelings we get at a show, and the stage reminds us of the experience, the lights, the crowd, the lasers, and everything else.
Q4) What does your December launch date look like? What can fans do to be a part of the waiting list?
Joseph: The plan is to launch our online store on December 17th. That will be day 100 of the challenge I started back in early September.
I set out with the goal to post on social media for 100 days straight, documenting everything related to building the brand, with the online store going live on day 100, no matter the circumstances, our following, engagement, etc.
No excuses. People can follow the build on the Instagram and TikTok accounts, @weartotem.
And we also just recently launched our website, where you can sign up for the waitlist. Our website is youfoundtotem.com
Q5) What is your mission and or goals with Totem? Where do you see yourself in 5 years? Walk us through that 2031 utopian timeline.
Joseph: Totem.’s mission statement is “recognition from the right people feels better than attention from everyone.”
I want totem. to be a symbol in the EDM space.
Something that people can wear and recognize in normal public settings, and instantly know that they are among their people. A sort of “if you know, you know” vibe that feels exclusive to those that get it.
5 years down the line, I’d love to be a vendor at major festivals and events, and for the logo to be something that many become familiar with.
A personal dream for me is to see someone wearing totem. apparel randomly in public, a complete stranger, and not at any sort of EDM event.
Q6) What or who inspires you to create or be an entrepreneur?
Joseph: My parents have always been a big inspiration for me, as they always encourage me to chase my dreams and have always supported my ideas. I would not have the ambition I have without them.
The 100 day social media challenge was inspired by an online creator, Michael Smoak and his page @higherupwellness He started the #higherupwellnesschallenge which slates people to post themselves simply talking on social media for 100 days straight, as part of exposure therapy and building a personal brand.
I liked the idea and wanted to do my own little twist for building the brand of my dreams.
Q7) What’s next for totem.? What can we expect from you after December and proceeding onward into 2027?
Joseph: After totem.’s initial collection drop in December, I plan to continue building and refining the brand for the culture.
I am excited to hear feedback, take on new ideas, see what sells, and see what truly resonates with my peers. This brand is supposed to be “made for the scene, worn everywhere”, so it is important that I listen to the fans and let them have a say in its direction.
2027 will bring on more ideas, more drops, and hopefully more recognition.
Hopefully you’ll catch the totem. vendor tent at your favorite festival in a few years.
HOW CAN YOU SUPPORT?
- Join the waiting list at youfoundtotem.com
- Follow them on social media @wearetotem to stay in the know with all things totem.
- Buy merch, spread the word (IYKYK), and be a part of his movement.
Interview by:
Garth Jones
Find Garth on Instagram @garth.j.monsoon
Follow Garth on X @garth_monsoon
LATEST POSTS
- Colorado’s rising apparel brand “totem.” stops to chat [Exclusive Interview]
- Drum n’ bass DJs become horror monsters in ‘Killers Of DNB’ compilation via Dirtbox Recordings [Album Review]
- Cliques Collective returning with DNB/rap fusion ‘Cliques Got Dubs’ vol. 9 garnered with 6 songs [EP Review]
- TazMayne kicks the doors open to ‘Welcome To The Dubstep Shop’ [Single Review]
- Ward Andrews collabs w/ riley riggs on ‘Fellow Traveller’, a vocally rich progressive house tune via Creation Park [Single Review]
