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Blood Brother x Music Matters at Selfridges
August 16, 2017
This week sees the launch of the new capsule collection from Blood Brother exclusively in-store at Selfridges. The new unveiling comprises of tees, hoodies and bags in hues of acid green, bright pink, blue, white and black, inspired by the rave era of the early nineties.
Blood Brother was launched back in 2011 by Nicholas Biela and James Waller – graduates of London College of Fashion – and portrays a cutting-edge approach to men’s fashion whilst being playful with the pops of colour and quirky graphics.
The innovative collection takes a nostalgic look back on the iconic parties thrown by the pair, and the influence of classic nightclub flyers is apparent throughout the range. Leaning on their brand’s charm of togetherness and intimacy, the parties were a way of bringing people and friends under one roof to celebrate and listen to music.
“We used to put on nights where we would get our mates to DJ and get down with everyone — friends, family, colleagues,” said Waller. “It was a great way of bringing people together, which is what Blood Brother is all about.”
The launch references previous club nights such as The Labyrinth Club in Dalston, the birthplace of The Prodigy, and archiving headliners such as Andre Lodemann and Sonny Fodera.
With an estimated 40% of London’s music venues closing down in the last few years, Selfridges have decided to host a series of live gigs from a range of artists alongside music-inspired capsule collections from brands around the world in response to the closures.
Words by Ellie Dixon-Smith
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