Key Pieces: A solid selection of psychedelic graphic T-shirts, including the “Zero Effort” tee.
Editor’s Notes: London-based label, ASSID, is the hallucinogenic brainchild of three creative directors who cut their teeth at brands such as Palace, Thames and Carhartt WIP. Needless to say, they know a thing or two about their audience, and their SS19 collection is saturated with familiar iterations of pop art comics and provocative imagery, the kind you might expect from a pub toilet.
The collection includes a range of hoodies, short-sleeved T-shirts and long-sleeved tees that feature the “ASSID… STONED AGAIN” slogan, as well as “Expen$$ive $$HIT,” and “Zero Effort” messaging. It’s clear ASSID isn’t taking itself too seriously just yet.
The tongue-in-cheek lookbook explodes the delinquent aesthetic of the collection, with models posed against corresponding graffiti covered backdrops that echo the phrasing of the collection. One model wears an “ASSID” black tee against a wall with the same imagery. In another self-referential arrangement, another kicks back on couch in a “Zero Effort” tee, depicting feet up in the same position, with a “Zero Effort” slogan emblazoned on the wall behind.
According to ASSID, the collection will be in-store shortly, whereas the range of stickers will be “coming to a pub toilet near you soon.”