Never Alone is the collaboration of two highly influential and creative Shoreditch-based brands, representing a fusion of fashion and music. In celebration of the launch of the new Men’s Contemporary Department at Selfridges, Never Alone will be taking up residency in the space every Thursday for four weeks from 19th September, with Defected DJs providing the soundtrack and exclusive Blood Brother lines available.
Blood Brother has created two exclusive projects for Selfridges to celebrate the launch of the space; Men’s Block Leather Sweatshirt and Men’s Block Leather Joggers, made with high quality, super soft 100% leather and designed, sampled and tested at Blood Brother’s east London creative studio. Other lines of the Blood Brother range will also be available, including the collaboration with erotic paperback magazine “Baron” and Autumn Winter 13 Blood Brother.
The space is kitted out with a full DJ set-up, which Defected DJs will be taking control of for two hours every evening. These will include Sam Divine fresh from her residency at the legendary Ushuaia in Ibiza and Defected A&R Andy Daniell, playing classic and contemporary house music to compliment the forward-thinking nature of the Blood Brother range. Further DJs are to be confirmed.
Blood Brother co-founder James Waller commented of the collaboration: “We are really excited about this project. It’s the latest in the Never Alone series which promotes and supports up and coming talent. Selfridges is one of our favourite stores and we think customers will love the exclusive pieces we’ve created for them as well as being able to hear the best Defected DJs in store.”
The events at Selfridges marks the start of a collaboration that will see a series of ‘NEVER ALONE’ events held every quarter and aiming to unite the creative communities in London through 2013/2014.