44 Label Group Takes Gothic Musicians "On Tour" for SS24

Creating protective uniforms for roadies, engineers, gaffer boys, and technicians alike.

Fashion
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A swirling car park set the unlikely stage for 44 Label Group‘s Spring/Summer 2024 runway, welcoming attendees underground for a fresh take on nightlife staples. Brand founder and DJ Max Kobosil injects his deep techno roots into every garment design, whether it be gothic Berghan uniforms or ensembles fit for Berlin’s diverse club landscape.

For SS24, 44 Label Group took upbeat musicians on the road, clutching inspiration from the profession’s fast-paced lifestyle. The brand’s “On Tour” collection continues to explore its utilitarian identity through an ultra-modern lens, creating otherworldly garms for roadies, engineers, gaffer boys, and technicians alike. Industrial leaders walk down the runway without a care in the world, filming their every move with chest-strapped GoPro cameras. Distressed bomber jackets, short-pant hybrids, and rowdy “THE ENEMY” tees act as clear standouts led by growling attire en-route to wild podiums.

Oversized translucent tops grant a look at the figures beneath, while paint-splattered workwear sets are splashed with bold green, white, and black hues. Puffed and protective nylon garments are destined for messy acid raves, while playful shirting boasts illustrative cigarettes, lighters, and gemstones for quick airport trips. Interchangeable sunglasses accompany every look, meant to shield artists from blinding on-stage lights and marking 44 Label Group’s first foray into eyewear.

Take a look at the 44 Label Group’s SS24 collection in the gallery above, and find more Milan Fashion Week SS24 coverage on Hypebeast now.

In other news, Marco De Vincenzo’s Etro delves into allegories and iconology for SS24.

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