Pretty Real is the down-to-earth online playground for anyone who likes to laugh ironically at everything.
Infants are difficult. Young, Young dumb and full of…joy, their main objectives in life are to have fun, satisfy themselves and be entertained. Turning one last year, Pretty Real is the London based website run by Donald Crunk. Providing the masses with gratuitous chunks of uncensored pleasure, he launched his online zine “mainly because magazines kept turning down my interview pitches with unknown girls on Tumblr and rappers with half a song on soundcloud.” Focussing predominately on sex and fashion, the site runs various series which look to enlighten today’s generation about everything they don’t need to know. The perfect waste of time, Pretty Real behaves like a Bible with no morals. Hoping to understand the mastermind behind the fast rising online shop, blog and new religion, i-D online went and met MR CEO, Donald Crunk.
Where are you right now and what are you wearing? In my kitchen, wearing Nike shorts and a ‘vintage’ NY knicks basketball jersey that shrunk in the wash.
What is Pretty Real? The online equivalent of 50 Cent’s Get Rich or Die Trying, with more gunshots and Westwood bombs.
Chat me through the different series you run online? We do Girl Tips and Guy Tips, which helps both sexes be great at relationships and life in general. They’re like mini online self-help books. The Real is where we interview real people with real stories – like guys who get beat up by their girlfriends, thugs who get into fights and try to kill people and white guys who only date black girls. ‘Porn in their eyes’ is like counselling for porn stars. Then we have a bunch of style things like Style Poops, which are bitesize bursts of fashion and Teen Vogue vs Pretty Real, where we steal streetstyle pics form the Teen Vogue website and give young females positive guidance.
You feature hot girls regularly, what kind of girls get Pretty Real’s attention? Confident ones. It doesn’t really matter what you look like, as long you have the guts to wear – I dunno, a cereal box on your head, or that all in one Barbie jogger with passion. Passion beats everything.
What music are you currently listening to in your office? Got this on repeat right now. And anything by Drake.
When did you launch the clothing label? Our poop up store launched in early 2012. Our latest drop is the broschino tee.
If you could pick anyone to front the label who would that be and why? That’s a tough one, can I pick two? I’d say Kim Kardashian, because she symbolises ‘the struggle’, which is something we can all relate to. She crawled up from the bottom and now she’s at the top of her game, brushing off her detractors daily. And she’s pregnant. If she’s not around, then maybe Paris Hilton. You may call her washed up or irrelevant, but that’s The American Dream.
What young labels are you into at the moment? Y’OH, T SHIRT PARTY and HOOD BY AIR.
Where are you off to now? I’m about to go and scramble some eggs and check the packaging on my sausages to make sure they don’t contain any horsemeat.
Text: Milly McMahon
Film Direction: Donald Crunk
Model and Photographer: Marquita Norwood
Film and Edit: Crack Stevens
Vision: A.T.F
Model: Rivah Kray
Pretty Real have been up and running for just over a year, so it’s a little belated, but this month they turn one! To celebrate they put together a little video with their friends at A.T.F.(http://atfmadethis.tumblr.com/).
