At 25 Oli Sykes has had a worldwide successful metalcore band and clothing line for 7 years, based in Steel City Sheffield and firmly a part of the diy internet business revolution of the broadband era Drop Dead Clothing Co. capitalised on the conditions being right and with £500 from his Mum on the advice to make himself some money the brand was launched in 2005. Promoted by endorsing the leaders of the alternative scene including Oli’s own Bring Me The Horizon, Architects, Deez Nuts, Tek One, Gallows, Rolo Tomassi, Young Guns and Skrillex amongst many more, the brand now produce a slew of products from graphic fashion items to iphone covers, skate decks and toys; with sizes available for all ages from kids upwards and a worldwide fanbase of a 1/4 million fans.
The striking SS12 lookbook features the tumblr-famous Felice Fawn amongst a handsome group of tattooed alternative guys and girls illustrated with mythic medieval looking symbols that might be runes, secret code, or zodiac referencing to create a mystical and tripped-out look of modern youth.
The aesthetic is still very much start-up and firmly within the alternative scene, Oli has said the brand still design and create their products just weeks before launch and the prices are reflective of the diy nature with tee’s for around a couple of tenners. Available online and at their Flagship Store in Carnaby Village and Sheffield Warehouse you’ll find a mixture of cosmic prints, pagan symbols, peace signs, kawaii, just the cutest cats, and well.. larger members of the cat fam embedded with a good dose of profanity and occasional gore. #nsfw
The past 2 seasons of Drop Dead have shown new maturity and with Topshop having similar items currently instore their products might no longer be solely for the ownership of metallers but the brand identity will remain true by their slogan; “with the devils help our labour is successful”.