Metallica has teamed up with designer Justin O’Shea on a line of music merchandise.
The heavy metal rockers – James Hetfield, Lars Ulrich, Kirk Hammett and Robert Trujillo – first worked with O’Shea during his stint as creative director at Brioni, where he tapped the musicians to front the label’s fall/winter 16 campaign.
Following his exit from Brioni, the fashion star went on tour with Metallica and now they have taken their partnership to the next level with a cool capsule collection, which is set to launch at London department store Selfridges on Friday afternoon (15Sep17). It comes under O’Shea’s own brand, SSS World Corp, and features both apparel and accessories.
The launch will feature a guerrilla-style presentation in the shop’s beauty department.
“The best thing about music is that it’s so passionate,” O’Shea told Business of Fashion.
“It’s about finding a new format of showing and about creating something that’s not supposed to be there. It looks more like real life instead of a fantasy world. You put the (models) in the middle of what’s already happening and then see how the world reacts to it instead of you creating a world that you know is controllable.”
Fans can get their hands on everything from sweatshirts to beanies, all of which rock the group’s distinct jagged typography and recognisable imagery.
The range goes on sale on 20 October (17), two days before Metallica’s first concert at London’s The O2.
The venture is also a part of Selfridges’ Music Matters initiative, which aims to “reassert the importance of collective experiences in music, at a time when 40 per cent of London’s music venues have shut down in the past decade.” Other artists to get involved include Skepta with his Mains clothing line, ASAP Rocky and his label AWGE, and designer Yang Li with his music merchandise company Samizdat.
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