Substance is a project which has been around in various formats for over 20 years.
It was started in 2000 to produce dance music events of the highest quality. A great deal of work was done with the agents of the DJ’s in question with Chris and Mark making several trips to New York city. Following meetings along with Ashley and Jimmy van M in Toronto, Substance was able to secure bookings for the likes of Dave Seaman, Steve Lawler, Danny Howells, Nick Warren, Jimmy van M himself, Sasha and John Digweed to name but a few.
Substance also helped put Max Graham on the world stage as he along with the other DJ’s would play alongside Ashley at the stunning dance music venue that was Meow, located down on Lakeshore Boulevard West near the Gardiner Expressway ramp.
Substance left its mark on Toronto’s underground music scene as they only put on about a dozen gigs but there was no let-up in the quality of the parties as all the thousands of attendees can attest.
Substance has now turned its attention to clothing and the launch of a brand of urban streetwear suited for anyone to wear. With unisex, male and female lines being developed including t-shirts, hoodies, socks and hats inspired by people of substance like Che Guevara, MLK Jnr, Marilyn Monroe as well as the iconic, simple Substance logo.
