EDM’s insular and oft-thought pervasive culture may seem like an unlikely fit for the clean-cut, all-American positioning associated with Ralph Lauren, but its youthful, energetic line Denim & Supply’s collaboration with Avicii has proven otherwise, successfully bridging the gap between what was formerly a fringe genre of music and the mainstream. All while celebrating a vibrant new creative generation.
The brand will introduce their fall collection with a disruptive campaign which pays homage to Andy Warhol’s effervescent factory, a place that erupted with inventive energy in its heyday, and played host to some of the most iconic names in music, fashion and art. The campaign, appropriately titled Project Warehouse, will be separated into four interactive missions featuring young creatives in art and fashion.
Denim & Supply is giving Highsnobiety readers a chance to join these missions and directly collaborate with the artists to be a part of creating exciting new pieces.
Mission one will feature D & S’s official brand ambassador EDM superstar Avicii, who has worked on previous projects such as the exclusive Roseland Ballroom concert in 2013, where entrants were asked to wear a Denim & Supply t-shirt rather than purchasing a standard ticket.
In the spirit of the modern day factory, admirers of Avicii’s music can get involved in the making of the teaser trailer for his new album.
1. Record a clip of yourself dancing (15 seconds maximum)
2. Upload it to Instagram with the hashtag #projectwarehouse
*New dance trends are welcome and encouraged.
Mission ends August 24.