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Written by Nikki Walker | Wednesday, April 2, 2008 |
Whether it’s the dirty rock boys and their band tees, or the Lily Allen fans sporting prom dresses and trainers, it’s no secret that music and fashion often go hand-in-hand. Now streetwear brand SeventySeven are taking their music inspiration a step further - collaborating with record label Milk ‘n’ 2 Sugars.
Dedicated to all things house music, Milk ‘n’ 2 Sugars is famed for hosting massive dance events and representing a range of artists and DJs. Now they’re stepping into the world of fashion - and who better to accompany them than definitive streetwear brand, SeventySeven? With previous design influences including skating, graffiti and graphic design, the UK-based designers are now all about the music, and have come up with the perfect antidote to unoriginal logo merchandise.
The two initial tshirt designs feature a retro-style cassette tape print, and every season will see a new tee added to the range. The bright colours and slick illustration look to be surefire winners with dance music lovers - particularly as the range was launched at this year’s WMC (Winter Music Conference), an annual networking event for the dance music industry, held in Miami. This will be the 23rd year that DJs, artists and industry professionals have come together from all over the world, and will ensure that British label SeventySeven is reaching an enviably wide audience.
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