Dance Party Massacre is a concept-driven graphic apparel line combining elements of horror with a fun edge. Designer Alex Dakoulas started the label in 2007 - well before vampires were TV cool.

Chatting to Alex about DPM and its continual growth proves that a concept is only ever as good as the people driving it.

Can you tell us a bit about Dance Party Massacre?

It's a graphic apparel line I started based a lot around fear and fun. A big idea that drives it is living while you can. It's meant to be fun and rebellious and possibly even a bit out there at times too.

Dance Party Massacre is an awesome name - how did it come to you?

Why thank you! Well I watch a lot of horror movies, and the Massacre names always stuck in my head. Slumber Party Massacre, Sorority House Massacre... they just seemed so ridiculous! I figured Dance Party Massacre was a fitting name for a line about taking horror elements and making them playful.

What came first - the goal of starting your own label or the DPM concept?

Oh, that's a good one. I'm not sure. I guess I wanted to start my own label before the idea of DPM was really cemented down. But I was always incorporating inspiration from horror movies into my design work too. Once I decided to start Dance Party Massacre it just seemed like a no brainer.

What are the main misconceptions people have about you? And DPM?

I think a big issue I try to overcome is the morbid nature of the line. I think people are often hesitant to wear the line, because it can appear to be so bloody or violent. I understand that, but it's meant to make a statement. On the surface the imagery may be too much sometimes, but I actually think it's just crazy and fun. DPM is also not just about horror. It's about nightlife, partying, pop culture, and music too.

Was your family supportive of you starting DPM or did they think you had lost your marbles?

I don't think they really thought about it, ha. My family is basically the most supportive family I could ever have. I don't think it came as much of a surprise considering I used to run horror websites, and I own like 100 horror DVDs. I was making t-shirts and selling them years before DPM too, so starting up a business based on that wasn't a new thing.

A funny thing too is I didn't even think the idea for DPM was out there until I started showing people the product and selling it. I guess I just view the horror genre a lot different than many people, but I hope that also brings something unique to the clothing.

What have been the biggest challenges to date?

I think the biggest challenge has just been carving our path and cementing our name. I have lots of ideas for DPM, and I can see it growing for a long time, but it needs to find an audience to sustain it. There's a lot of companies out there, indie or professional, vying for people's money and attention. The competition can be rough!

And the greatest achievements?

I'm always thinking of what else I haven't done with DPM, or whatever is up next, but when I think back on what I've been able to achieve it really is pretty cool. Being featured in publications, being interviewed, sold in stores, speaking at schools... the line has allowed me to experience and achieve a lot things that I wouldn't otherwise.

I'd say I'm still waiting for something HUGE to happen, but as of now the collectiveness of it all adds up to something I am really proud of.

You currently work as a Footwear Designer for Converse. Do you pull anything from this job - apart from money - that enhances DPM?

I think that I do. I don't often separate my life from my work. If anything my life inspires my work. Converse is a great job, because I feel like I connect with the company and the brand. I think that I put part of myself into what I do there, and it also feeds me. I feel the same way about Dance Party Massacre, and I also think Converse and DPM have similar parallels.

Has living in Boston influenced the direction of the label? What makes it such a cool city to live in?

It totally has. If horror movies were one big inspiration, Boston partying and nightlife was that other. The city is great, because it's big, but it's small. You feel like you're a part of it, and that gave me strength.

It's such a young town too, but it doesn't really feel pretentious to me. Much of my experiences with the city come from going to school there, so it basically is a place in my mind where I found much of myself. That sounds really serious, but it's a place of good memories.

Is it weird to know your t-shirts are sold in Australia?

It's not weird, it's cool! I like it. DPM is starting to get carried in more places around the world, and it's cool to think people as far as away as Australia are getting behind it.

Have you met any Australians? What do you know about our fine country?

I don't meet many Australians in The States, but when I was travelling in the UK I met quite a few. I thought it was weird until I found out how easy it was for Australians to work and visit England because of the history between them. Explains why I can't tell the accents apart that much either!

I'd love to visit. I hear there's some good street fashion happening, and I would try to stop by in New Zealand too! I wanna see some mountains and beaches.

Talk us through the best-selling Vampire Grill design. It's a classic!

I can't remember anymore exactly where the idea came from. I think I just thought grills are so over-the-top and funny, that if vampires wore them who are already bad-ass then it opens up a whole other level of ridiculousness. Then I found out people actually make and sell vampire grills! I knew I wasn't alone, so the design idea became something to print up.

How important is it for a clothing label to have a unique voice?

I think it's important just for a label to HAVE a voice, and a unique one is even better. I'm definitely a fan of authenticity, and if you have no story, backbone, or reason behind what you're selling why should I care as a consumer? I like to relate to what the company is about, not just what it is you're selling.

Have you been surprised by what sells and what doesn't? How do you balance what moves with what you want the brand to represent?

Seeing what sells is an interesting part of creating the business. I'm never utterly shocked by how well or not well something does, because I'm usually prepared for both outcomes. However, there are designs and pieces that I wish had caught on more.

What other labels do you respect and why?

Being in Boston I basically was able to watch Johnny Cupcakes grow, so that was a unique experience. I still catch up with the line, because of my connection that way, but he also is really good at branding everything. I think 410BC has created a really nice style in the past year, and the times I've spoken with them they seem like really good people. I also like to watch Seibei and check in on Fright Rags.

I guess there's a lot of entrepreneurial clothing lines, and I end up being a lot more interested in those than larger companies.

What does the short and long term future hold for DPM?

Short term is diversify the product, advertise more, get into more stores and publications, and reach out to more people.

Long term would be setting up a sweet office - possibly with a storefront, getting at least one permanent employee, and in my dreams having this make enough money to be my only job!

Any brand or artist collabs in the pipeline?

This is definitely something I am working on and have been talking about for a while with some friends and artists/designers. This year should see the release of limited series of tees with the artist in the spotlight. I am excited to do collaborations, because I think it'll be fun to see the style and ideas of an artist melding with what DPM is about. That interpretation should be unique, and I also like the idea of promoting and publicizing people I believe in.

Thanks Alex. Goodluck for the year ahead!