PROJECT G/R’s SS24 “DYSTOPIA ROCKSTAR” Collection Arrives on HBX
Featuring familiar iconography with a twist.
PROJECT G/R is coming to HBX with the first delivery of its Spring/Summer 2024 “DYSTOPIA ROCKSTAR” collection.
Since its establishment, the emerging label has been crafting experimental apparel that questions traditional conventions. Eye-catching graphic prints, tongue-in-cheek letterings and a rebellious vision for playing up on popular culture are all ingredients to PROJECT G/R’s design language — and the “DYSTOPIA ROCKSTAR” collection is a prime example of that.
Familiar iconographies such as logos and motifs pervade the lineup but are reimagined with a twist of irony, signaling its “dystopian” vision on popular culture across everyday staples such as hoodies, sweatshirts, jeans and bags.
The “WHY ALWAYS ME?” long-sleeve shirt featuring a short-sleeve tee over the neck is a noteworthy style that nods to Mario Balotelli’s iconic shirt-lifting moment during the 2011-12 Premier League season. The phrase is a direct reference to the slogan that was imprinted on the then Man City striker’s undershirt.
PROJECT G/R’s SS24 “DYSTOPIA ROCKSTAR” collection will be shoppable through HBX on July 6, 9 a.m. ET.
