The Best Britney Spears Merch in Decades? Designed by Skateboarders
In an era of collaboration saturation, even the most unforeseen co-branded collection never really comes as a surprise. However, news of Welcome Skateboards releasing an official collection with Britney Spears did momentarily leave me stunned.
The Toxic (2003) singer is, of course, a fashion icon (who could forget her and Justin Timberlake’s full-denim moment), who has released several fashion collections. However, you won’t be surprised to hear that this is Britney Spears' first time delving into skateboarding.
In a rare moment where early-naughts pop music and skate-wear combine, Welcome Skateboards has utilized Britney Spears’ most famous photos and lyrics for an expansive 25-piece collection.
Looking through the drop, it’s a welcomed reminder of how many iconic moments Britney Spears has.
The singer’s first album cover, featuring a 16-year-old Britney kneeling down in front of a pink background, features heavily on skateboard decks as well as a hoodie and a T-shirt.
Meanwhile, highly-quotable lyrics like “work bitch”, “not that innocent”, and “I still believe” are interspersed across the Y2K-heavy, graphic collection.
Brought to life by Bravado, a brand management service that also helped launch KidSuper’s Rolling Stones merch, the full collection is available now from the Welcome Skateboards' website and select skate shops.
By Welcome Skateboards’ own admission, this is an unexpected release. The brand writes in a statement announcing the collection: “This collaboration is a testament to the way different subcultures that may seem at odds can coexist and enrich one another.” However, as we’ve seen in the past, the best collaborations are often those that nobody saw coming.
