Rockswell . . . Attitude, Fashion, and Art

Connecting people to music through art

Rockswell has become well-known for his creative designs and superior quality printing techniques representing some of the biggest names in the music industry such as Guns N Roses, Jane’s Addiction, Counting Crows, Dave Matthews Band, Jerry Garcia, Def Leppard, Motley Cruë, Wu-Tang Clan, Live Nation and many more.

 He became the go-to source for custom logos, gig posters, album cover design, screen printed T-shirts and band merchandise. With over two decades of experience, he specializes in helping clients take their merch to the next level.

 We chatted about his start, his passions, and what’s next.

Aaron, I’m curious to hear about your first interactions with art, and what inspired you to pursue art yourself?

Much of my artistic journey can be traced back to boredom. Growing up in the ’80s, before the era of video games and Netflix, my mom would drop my brother and me off at my grandma’s house during summer breaks. Any time that I complained of boredom, my grandma would hand us paper and pencils, urging us to “draw something.” Those moments were the seeds of my creativity. A few years later, after moving to a new school, I found myself bored in class. I began sketching a Teenage Mutant Ninja Turtle in my notebook, and soon, my classmates took notice. That was a turning point; I became the go-to person for school art projects, which fueled my confidence and solidified my desire to become an artist.

Who is your favorite Teenage Mutant Ninja Turtle?

All. Ha. I guess Michelangelo

When it comes to your art, what are the most important elements in the interaction between the viewer and your art?

What sparked the idea behind ROCKSWELL? Was there a particular moment that made you think, “This is the direction I need to take”?

In 2004, while working as a graphic designer in Europe, I stumbled upon a big red book titled The Art of Modern Rock: The Poster Explosion. From that moment, my focus shifted entirely—I only wanted to create rock posters and band tees. I found inspiration in artists like Rick Griffin, Stanley Mouse, Wes Wilson, and Victor Moscoso, as well as vintage record albums and rock tees.

Your designs have such a distinct energy. How do you typically start a project? Do you have any specific rituals or steps that kickstart your creative process?

I do a lot of research before starting any project. I find that a strong daily routine makes starting easier. By working every day, you keep your momentum going. it sparks creativity so you never have time to feel detached from the process plus your project stays fresh in your mind so its easy to pick up where you left off.

You’ve clearly made an impact on the design community. What aspects of your work do you feel have resonated the most with others, and why do you think that is?

My background in fashion design, particularly with companies like Ralph Lauren, has created a sense of trust with the bands I collaborate with. They trust me because they can see the other bands that I’m working with are crushing it at their merch booth. ROCKSWELL blends artistry and craftsmanship in such a seamless way.

How do you balance staying true to your artistic vision while adapting to new trends and technology?

When you rely on the same tools and techniques day in and day out, it’s easy for both your creativity and your senses to dull. Yet, learning new methods or honing fresh skills can be a challenge when clients expect consistent, predictable results. I’m always on the lookout for ways to incorporate innovative techniques while staying true to my core aesthetic. It’s a delicate balancing act.

Can you walk us through a recent project at ROCKSWELL that pushed you creatively? What challenges did you face, and how did you overcome them?

My biggest challenges tend to be time. I’m the senior graphic designer at Ralph Lauren and Rockswell is my side hustle. Balancing both requires me to be creative amidst the chaos. Juggling multiple deadlines in a single week might send some graphic designers spiraling, but I’ve learned to embrace the pressure and use it as fuel for my creativity. Each challenge becomes an opportunity to explore new ideas.

You have created art for so many iconic bands and musicians. Is there a band you are hoping to work with?

• Tool
• Queens of the Stones Age
• Metallica
• Pearl Jam
• The Cure
• Depeche Mode

 Looking at the evolution of ROCKSWELL, what are some pivotal moments that shaped the brand’s direction and growth?

All of my clients are awesome but if I had to highlight one, it would be the Dave Matthews Band. They were my very first client for ROCKSWELL, and their trust in me was a game changer. Back in 2013, their creative director discovered some of my designs online and reached out to ask for a few t-shirt graphics. That opportunity was a launching pad that set the course for everything that followed.

If you could describe the impact you want ROCKSWELL to have on the industry in one sentence, what would it be?

“Timeless by design.” Or perhaps, “Connecting people to music through art.” Either way, I want ROCKSWELL to resonate deeply, transcending trends and fostering a lasting connection with the fans.

 Looking ahead, what excites you most about ROCKSWELL’s future?

Although band merch is our niche, it’s exciting to get the opportunity to break outside of that space a little. This year, for example, we worked on a billboard for San Francisco titled “It All Starts Here,” featuring vibrant 60s-style illustrations of Jerry Garcia and Janis Joplin. Projects like these allow us to blend our artistic vision and it’s incredibly exciting to explore those possibilities.

 And finally, what advice would you give to young designers trying to carve their path, especially those inspired by what you’ve created with ROCKSWELL?

1. Find a niche that excites you and stick with it until people take notice.
2. Remember that creativity isn’t just about making art; it’s also about selling your ideas. I’ve seen many talented individuals struggle because they weren’t good at promoting themselves or their work
3. Design for yourself, not just for others. I try to create T-shirts that I want to wear, and if I’m excited about it, chances are, others will be too.