Behind the Scenes with Insert Coin Clothing: An Interview with Head of Communication, Dan Long

Insert Coin Clothing has been producing stylish, limited edition apparel and accessories for gamers since 2010, inspired by the world of videogames. As the company’s Head of Communication, Dan Long is responsible for ensuring that their message and products reach as many gamers as possible. With his extensive experience in the gaming industry, he is perfectly placed to speak about the challenges of creating video game-inspired clothing and what makes Insert Coin stand out from the crowd.

In this interview, Dan shares his insights into the origins of Insert Coin, their design process, and the importance of engaging with the gaming community. He also discusses how the company balances creating products for dedicated gamers with reaching a wider audience, and what the future holds for Insert Coin.

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Can you tell us about the origins of Insert Coin? What inspired you to start this company in 2010?

It all started when Jon (creative director) and I worked together at a creative martinet agency. We saw that there was a real gap in the market with videogame merchandise, where it wasn’t really delivering what gamers like us wanted – the chance to represent our favourite adventures in style. We started developing ideas for what we would want to see and it all snowballed from there…

How does your team at Insert Coin decide which video games to draw inspiration from for your clothing and accessories?

All Insert Coin products are official and so it starts with us chatting with the lovely folk at various games companies to see what we can do together. Sometimes we approach them, sometimes they approach us – but it’s always based on a mutual respect and understanding that it all has to be about what the community want to wear.

Can you describe the design process for creating a new product at Insert Coin? Who is involved in this process and what are the key steps?

Every project is different, but generally speaking it all starts with us playing the game and talking with the devs themselves. By combining those two threads – along with listening to what the community are talking about – we can start working on products that make everyone happy. So it really is a collaborative effort – our creative input and understanding of what products are popular, the devs’ encyclopaedic knowledge and the gamers deep passion for videogames.

How does Insert Coin balance creating products for dedicated gamers with reaching a wider audience who may not be as familiar with the specific games you reference?

Every collection is approached slightly differently, but it’s always a blend of making things accessible and providing fan-service. So products across a range – or even within one more complicated product like a jacket – will contain references that are instantly recognisable to gamers, as well as ones that only really shine for those who’ve put in the hours and got the platinum trophy or grabbed 1000G.

Can you speak to the importance of limited edition releases for Insert Coin? How do these exclusives benefit both the company and your customers?

Making sure our releases are limited is a great way to keep things focused and help ensure there isn’t just a flood of one or two products. It keeps things fresh and exciting too – allowing us to add in more new designs for the future and bring even more attention to the games people love.

How does Insert Coin engage with the gaming community beyond creating clothing and accessories? Do you have any partnerships or collaborations with game developers or other brands?

All our products are made in partnership with game companies and so we have exceptional relationships with them – and their communities. We are active online and run streams and charity events – so the gaming community at large knows we aren’t ‘just another merch company’, but an integral part of the industry itself.

Can you discuss any exciting new products or releases coming up for Insert Coin that you’re particularly excited about?

Our launches are all subject to NDAs of course, but we have a LOT of new lines incoming over the coming weeks and months – including launches for some of my favourite games! – so it’s definitely the right time to follow our social channels and join our mailing list.

How does Insert Coin approach sustainability and ethical manufacturing practices in your production process?

We are always very mindful of keeping things as green and as efficient as possible. We always aim to minimise waste, creating those limited runs and making sure there is never a negative impact from what we do.

Can you speak to the future of Insert Coin? What are your goals for the company in the next few years and beyond?

As with all companies at the moment, it’s all about being there for people and growing alongside them as the world starts to move on from a very strange and difficult few years. We just want to keep making apparel and accessories that people want to wear – and help them to represent the games they love to play.

Finally, can you tell us a bit about the team behind Insert Coin and their individual roles? How do you work together to make the company a success?

As with everything in life, it’s all about communication. We are only a very small team – just half a dozen of us – but we all work together to make sure we give our customers and community the best possible experience every step of the way. Perhaps the most important member of the team is the community around us and the games we represent. They help to shape what we do and keep us moving forward in the right direction.