44 Label Group's new collection celebrates rave culture
The dark-toned lookbook sends a message of hope through irony
Fashion
January 25th, 2023
January 25th, 2023
Provocative attitude and rebellious spirit: 44 Label Group's Fall Winter 2023 collection imagines an alternative future where society is abandoned to invasive technology and perpetual consumerism. Titled "Blame Society", the lookbook fully presents the brand's visual language, including bold prints, combat skirts and jumpsuits in coarse and functional fabrics.
The collection aims to grab the attention of ravers and luxury streetwear fans with the use of irony. The brand invents fictitious company logos that make fun of the corporate world, such as 'Algorythm', 'Global Eyes', and 'Darkened Money Group', while patches play with artefactual club titles, including 'Vinyl Only', 'Guest List', and 'Backstage'. Inspired by pop and club culture, the imagery of 44 Label Group confirms its gritty spirit through its choice of fabrics, opting for washed-out denim and full-bodied rubber. The brand pays homage to founder Max Kobosil's roots with a collaboration designed for music fans: a headphone case and a fanny pack by UDG, the famous DJ equipment brand.
