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About this project
YOUR EDM
http://www.youredm.com/2017/07/15/latest-dance-music-attire-svcred/
TUNE COLLECTIVE
https://tunecollective.com/2017/07/19/svcred-clothing/
EDM SAUCE
https://www.edmsauce.com/2017/07/14/svcred-clothing-line-launch/
RAVER RAFTING
http://raverrafting.com/svcred-forges-new-direction/2017/07/15/
NOISE PORN
http://www.noiseprn.com/2017/07/18/svcred-presents-dance-music-streetwear/
INKREDIBLY
http://inkredibly.com/svcred-streetwear-transcends-4154
INDIE THRILL
https://www.indiethrill.com/culture/2017/7/12/svcred-clothing-launches-with-one-of-a-kind-designs
our debut collection features seven designs, each with their own narrative.
our shoutout to the heavily-trafficked intersection of electronic music and video gaming, and to the fantasy worlds that ruled our childhood.
an homage to the tr-808 analog drum machine, an instrumental part of 80s house, techno and hip hop culture.
crafted from the audio waveforms of our favorite dance songs, we fly our own flag. music is our true allegiance.
inspired by a shattered iphone screen. texting. push notifications. always. checking. RIP to the present moment. we live in a world where a low phone battery induces a state of anxiety. we are more connected than ever, but we are losing something to the machines. are phones a portal or a prison?
work. make money. spend money on coke. begrudgingly go back to work. club culture’s hamster wheel with a new york fashion week treatment. everyone has their triangle. what can’t you live without?
we have lost touch with the beauty of our darkness. social media has come to demand a pristine exterior, where positive events are spotlighted and negative ones are filtered out. defects are viewed as wrong instead of human. but struggle is inevitable. let's destigmatize mental illness. let's embrace our flaws and our chaos.
one fateful day in 2002, eminem laid into moby with the line “nobody listens to techno.” 15 years later, we emphatically disagree.
throughout the design and fitting process, feedback was sourced from both men and women to find the best possible gender neutral ground for t-shirts and tank tops.
high cut sleeves with drop seams allow for unrestricted movement. a deepened neckline and longline torso provide an androgynous look.
5" slits at the bottom of the side seams allow for a free flowing, unhindered fit.
tank tops feature dropped armholes for maximum ventilation.
- 100% cotton
- 30s thread count + combed cotton = maximum comfort.
(a higher thread count results in a softer, finer, and thinner shirt; combed cotton gives additional softness) - sourced sustainably from central america
bandos, footwork, smoke bombs and a brutal winter storm. all in a day's work.
DP chiara gerek, shervin nassi, ben roif
editing kristina oedman, thomas clayton
dancers billy "2pull" davis, bryson jenkins
music dirty chime
customize your own SVCRED bomber jacket !
- white or olive jacket color
- i-808 or mental design on back
- white, pink or orange color for paint design
- ironed-on SVCRED patches
thomas clayton is an LA-based fashion designer and DJ/producer. SVCRED combines thomas’s obsession with electronic music with his love of streetwear, design, and fashion. before moving to LA, thomas studied graphic design at parsons in NYC. he learned how to design, create, and source apparel under the mentorship of designer david phantom (elie tahari, fat cop XXL).
prior to developing SVCRED, thomas honed his design skills at common space, a design studio run by detroit-born techno DJ jon santos. he also worked in the music industry, booking showcases at the knitting factory in brooklyn.
thomas DJs and produces under the name dirty chime.
the SVCRED team has a wealth of experience in a variety of industries. we have experience working with the following companies and organizations:
- OWSLA
- dim mak
- insomniac
- mad decent
- edm.com
- electric family
- the music ninja
- vaynermedia
- futurism
- the knitting factory brooklyn
- the republic new orleans
- capital one
we realize that sourcing labor and clothing from international factories is a sensitive subject. to ensure to our consumers that we are committed to an ethical production experience, we have chosen to work with a factory in guatemala that hires unemployed women from the local community.
Risks and challenges
if demand surpasses capacity of the first shipment, the second order will be placed immediately. this could result in a potential delay of 30-60 days for late adopters.
because of the complex nature of launching a preorder campaign, we are unable to offer returns.
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