Soulection & Billionaire Boys Club Push Music Merch Forward for New Capsule

A very “genuine,” organic collaboration.

Fashion
9,115 Hypes 6 Comments

Along with the recently-announced collaboration with Italia Independent, Billionaire Boys Club also has plans to drop a capsule with musical institution, popular record label and artist collective Soulection.

Made up of sweaters, hats, long- and short-sleeve t-shirts and branded accessories, Soulection and Billionaire Boys Club’s joint collection takes traditional artist merch to the next level, representing the intersection between contemporary streetwear and forward-thinking music and the pairing’s collective mutual admiration for each other. “Everything about this collaboration feels right because it’s genuine,” explains Soulection co-founder and Beats 1 radio personality Joe Kay. “We love what they do and vice versa. We had to bring back some OG BBC classic styles and color ways to give people that nostalgic feeling just as if it was the early 2000’s all over again. This is a definitely a dream come true to bring both of our worlds together and create something timeless.” Most notably, the capsule includes a BBC x Soulection Beats Pill and a special USB stick.

You can take a look at the Soulection & Billionaire Boys Club collaborative capsule above, while the clothing will debut at the Billionaire Boys Club NYC Flagship on Thursday, February 1 and hit the e-shelves of Soulection’s website on February 9.

For more on what makes Soulection tick, check out our HB Radio sitdown with one of its creative architects, Andre Power.

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