When Beastie Boys founding member Mike Diamond created a males’s attire line with LA equipment designer Clare Vivier 2 years in the past, he took a cue from French luxurious journey luggage and aimed it squarely on the fashionable nomad.
He met Vivier by mutual mates in LA, hit it off, and began plotting an acceptable journey capsule. Now he designs males’s sweatshirts with logos that say ‘Vive La Resistance’, T-shirts with a ‘Bon Wknd’ salute and 70s retro sport socks.
“I love Clare’s simple and efficient aesthetic, but at the time she had not done much in the way of men’s products so we started talking,” he says.
The Mike D X Clare V vary contains canvas totes, wallets, laptop computer circumstances, headphones, sun shades sleeves and baggage tags aimed for the man on the transfer who desires trendy minimalist items.
A brand new breed of designers
Music and trend collaborations have lengthy existed, however they’re turning into the best way of the style future, in style amongst collectors and music followers alike.
Pharrell Williams is the grasp of collaborating – from producing sneakers with Adidas and a variety with G-Star to Kanye West’s best-selling Yeezy Boosts phenomenon. Celebrity standing has gone past chart success to creating avenue model must-haves.
A$AP Rocky put his stamp on Guess collections, Rihanna groups with Puma and Drake launched his personal label, October’s Very Own, 4 years in the past.
Big enterprise for some
These unions are hardly the land of the one-hit wonderment. It’s a enterprise mannequin for musicians and pop stars to construct an empire that retains their title on the entrance of client minds.
Australian artist and musician Reg Mombassa (of Mental As Anything fame) has been dipping his toe on this trade lengthy earlier than it turned an Instagram hashtag sensation. He was requested by Mambo founder Dare Jennings in 1984 to contribute artwork for the Aussie surf and skate attire line.
Mombassa is greatest identified for his surrealist impressed artwork – there’s an Australian Jesus Hawaiian shirt in addition to political and Australian larrikinism that comes by his designs.
“Dare liked the art I did for Mental as Anything and asked me on board. It definitely helped raise my profile because I was getting my images out to a bigger audience than an art gallery,” he says.
For the artwork, not the celebrity
Where trend and celebrities usually be part of forces for optimum ego consciousness, Mombassa is hardly about that.
“I have zero interest in fashion,” he says. “But what Dare did was bring artists to the space, it was a platform for us to put our art on board shorts, T-shirts and the loud shirt. They’re collectable now,” says Mombassa.
Sydney ’80s revivalists Client Liaison add to the style temper board by introducing a unisex capsule throughout MBFWA in Sydney final month. Monte Morgan and Harvey Miller make music collectively and now add trend designers to their repertoire – even launching a music Expo in August to hawk their ’80s threads.
“We are throwing ourselves in the deep end of fashion design but we’re serious about it,” says explains Miller.
“Music and fashion are inextricably linked. We are all about embracing the process – we’ve gone to China to meet with our manufacturers who also work with other big Australian fashion brands. We’re about a limited run, but committed to the process. We also feel we bring something you don’t see in the local fashion climate – a true celebration of what it means to an active wear Aussie with a thing for the 80s,” provides collaborator Morgan.
An funding of ardour
For different manufacturers, associations come about as a result of musicians are followers of the label. That was the case with rapper Travis Scott who turned as much as a Ksubi retailer in LA along with his Lamborghini when it first opened to buy 3 pairs of denims.
A yr later and the Texan collaborated with the Australian model for hyped capsule assortment.
According to General Pants CEO Craig King, recruiting Travis Scott final October to work with Ksubi did not take a lot effort.
“He was already a fan of the brand and we wanted to dress him for Coachella last year,” says King.
“One thing led to another and the collaboration was born.”
Ksubi X Travis Scott assortment offered out on-line in simply 24 hours and retailers worldwide have been cleaned out within the first month. It definitely impressed King to succeed in out to different musicians for extra of the identical.
“Collaborations give your brand a slightly different look and personality and have a different reach,” explains King, who had initially requested A$AP Rocky, however he had signed and sealed a 2nd season with Guess.
“It all ties into the world of social media where everyone is watching what you do and looking to see what’s next,” says King.
“I’m all about finding the next collaboration and making it work as well as it did with Travis.”
Jane Rocca from executivestyle.com.au