Music and clothing go together like peanut butter and jelly. That’s just fact, don’t even try to deny it.
These two forms of expression started getting close back in the 1960s, when wearing a tie-dye tee and keeping a colored bandana on deck to tidy up one’s unruly locks immediately let the world know you were part of the counter-culture, and thus probably eating oats, experimenting with drugs, and, of course, listening to bounds of folk, rock, and psychedelic music.
Punk music furthered its ethos by dressing the way the music sounded; putting spikes on previously spike-less things, ripping up jeans, and setting up print shops and cranking out DIY silkscreen shirts.
Hip-hop icons like Jay Z, Diddy, and Russell Simmons expanded upon the idea of artist merchandise and launched full-fledged clothing lines. Many of these artists made more money from clothing than music, a trend which is also common in the sports world.
Now we have Electric Family delving into the mix, adding pops of deep color on polarized black and white silhouettes. This is EDM’s chance to stake its claim in lifestyle branding by mixing low-end bass with high-end street wear.
Evolved from the practice of buying simple styles in bulk and simply printing a logo or graphic on the garment, Electric Family has a variety of choices with attentive details in tailoring like the drooping bottoms of guy’s scoop tees and the flowiness of girl’s crop tops.
While festival goers often make headlines for winding up unconscious, part of Electric’s drive is to foster a collective social consciousness, an acceptance of all, something that mirrors the culture of dance music.
Starting at around $30 for a shirt and $60 for hoodie, the apparel Electric Family offers is the type of stuff you can wear out in a casual scenario and not sweat about spilling a drink on it or maybe getting a little muddy at a festival.
The new Fall ’16 line is out now and available on their website.