44 LABEL GROUP’S SS24 MENS FASHION WEEK RUNWAY SHOW
For its Spring/Summer 2024 collection, 44 Label group continues to mine the nightlife experiences of its founder. German techno artist and producer Max Kobosil.
This season, 44 Label group heads on tour, looking at life on the road and the lifestyles of musicians – across all genres – whilst traveling the globe. There is a strong focus on utilitarian wear throughout. Kobosil presents abstract versions of the uniforms commonly associated with roadies, engineers, gaffer boys and technicians; the mechanics that are the glue of the industry. Crinkle bombers walk alongside corrosive work jackets and bowling shirts come laden in hedonistic prints.
Tulle mesh, and delicate, transparent layers contrast oversized workwear silhouettes collide with carpenter canvas shorts, whilst hoodies and tees come emblazoned in prints sampled from flyers you’d encounter backstage.
Totally distressed and distorted throughout, utilitarian codes are funneled through an elevated lens, taking the working wardrobe of musicians globally to new realms. An industrial colour palette of black, cool grey and dusty white meets digitally distressed green as if clothes have been weathered from weeks of wear on the road.
The effects on the body, after endless nights playing to thousands of people in venues globally, seeps into the collection. Pieces are purposefully distorted. Be it crinkled finishes, distressed and dirtied washes, or laser-cut holes – toying with garment perception and completely distorting wardrobe staples. The clothes embody the feeling of heading straight to the airport after a night spent under strobe lights, with prints purposefully hazy, like a cigarette graphic fashioned from the
44 Label’s logo.
This season, 44 Label expands its accessories, evolving the symbiont 2 sneaker. Chunkier in silhouette than its predecessor, the shoe is distinct for its caged design, eva midsole and contrasted rubber outsole, available in cool grey, green and black anthracite variations. The brand introduces a new shoe, the aril sneaker. Driven by comfort and versatility, featuring a 44 logo on the toe box, reflective piping for hi-visibility, gaffer tape and red pvc.
A tote- style bag, crafted from cotton gabardine, resembles concrete, whilst the inflatable “Airbag” cross- body bag adopts a robust shape. This season, 44 Label expands into eyewear, presenting the “Modular” sunglasses, which come with interchangeable frames.