Beginning of the End is the meeting of three minds. Between Greg Johnsen, SeanReverson and Dan Payne the brands Gourmet, Hall of Fame and Rockers NYC wereborn, and continue to flourish. Combining for a new venture, they draw from shared interests and passions. The three guys certainly connect when it comes to dancehall (check their blog for some history and views on the genre) and the aesthetic influences the first output. They poke fun not just at streetwear, but also politically charged material – oil – and in both cases do so quite cleanly. 
More from BOE after the jump.

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