About us
Wasted Heroes launched its first collection back in 2010 with Russell Reid (founder, graphic designer) teaching himself to screen-print on a simple carousel in his spare room. The brand emerged from a passion for flyer graphics, rave culture, and streetwear.
Russell, a Graphic Arts graduate, founded Wasted Heroes while designing flyers for iconic Liverpool clubs like Circus and Chibuku. The brand became a platform to showcase his unique graphic style rooted in rave aesthetics.
Russell’s connection to rave culture began in mid-90s Ireland when he bought his cherished 1210s, which he still spins on today. Known locally for his cassette and CD cover designs, he became the go-to graphic designer for DJs. "As a teenager, he racked up miles to experience Ireland’s small but lively club scene, visiting places like Circus Circus, The Arena, and the famous Lush! in Portrush."
After art college, he set his sights on Liverpool, drawn by its legendary club Cream and the city's magnetic appeal for Irish folk. During his time studying Graphic Arts at John Moores University, he embraced Liverpool's vibrant rave scene and worked at the vinyl counter in Virgin Megastore
In 2003 Russell packed his bags for a season In Ibiza. He joined the PR team for the mighty We Love Sundays at Space. The dream job entailed 22 Sundays of dancing to sunsets on the magical Space Terrace listening to the worlds best DJs. It was then inside for the Discotheque till 6am followed by Circo Loco which was then a morning to day party. To this day Russell visits the Island yearly catching up with his Balearic friends.
Back in Liverpool, he joined the Circus and Chibuku teams. Russell and his best friend Mark worked on guest list duties, and it was during this time that he began creating iconic flyers for Circus, crafting surreal, twisted designs that defined the club’s visuals for over a decade.
Wasted Heroes is fast approaching year 15 with artists such as Carl Cox, The Martinez Brothers, Sasha, Loco Dice, Charlotte de Witte, Adam Beyer and Marco Faraone to name just a few who have championed the brand over the years.
The brand’s team, eight strong, operates from a cozy studio in Liverpool’s Fabric District. Proudly independent, they handle every step of production in-house, from design and screen-printing to digital printing, photography, and distribution.
“To us, a t-shirt is a blank canvas—a chance to create something people love so much they wear it with pride. That’s what keeps us inspired and why we do what we do.”
And the name Wasted Heroes? Over time, those words have come to represent all the undiscovered artists who pursue their craft purely for the love of it.
The Wasted Heroes…