Brain Dead is having the moment From the lookbook shot in the Olivetti Complex of Ivrea to the latest collaboration with The North Face
Among the smaller brands in an increasingly crowded street landscape, Brain Dead is emerging as one of the most creative and active on the scene.
In the last month the Los Angeles-based brand - which Slam Jam has been buying since its first season - has presented the lookbook of the latest Winter 2019 collection shot inside the Olivetti Complex in Ivrea and has announced a pop-up store that will open today November 26th, in Ripa by Porta Ticinese 103, in Milan. The store will remain open throughout December and will sell new products exclusively, emphasizing the brand's connection with the city of Milan which is now - after the opening of Patta, the relocation of Stussy and the next opening of Supreme - a point of reference for the main street brands.
As if that were not enough, yesterday Brain Dead presented another capsule in collaboration with The North Face. Composed of nine items and inspired by the 60s and 70s, it will be released on December 6th, and will be available at the pop-up store in Milan. The capsule is cashing in on positive reviews from the community, for its psychedelic creativity that enriches the style of The North Face. In the words of Brain Dead designer Kyle Ng:
"With this collaboration, we wanted to reimagine the concept of the expedition as more of a state of mind. Adventure through ideas".
