I’m a sucker for April 77; albeit, the brand is a gimmick. Paying to borrow Gibson’s name, for a jean collaboration, lends them no more credibility and only shows how desperate they are to buy a punk image. The guitar pick pocket on the front of the jeans, fitted with an April 77 guitar pick, reveals the buyer as a poseur ($150 jeans are anathema to punk). But their flaws are quickly overlooked when you realize how awesome their style is! Check out April 77’s Spring/Summer 07 collection below.
Founded in 2002 by 25 year old Brice Partouche, APRIL77 is a tribute to youth movements, counterculture and lifestyle. Keeping its mind open, the label finds its inspiration in the underground scenes, being musical, literary, artistic or even architectural.
Can you hear it? The “Death Melody” is calling you…
As you feel dizzy, carried by this mesmerizing music, dancing in front of your eyes are images of the fifties with a cold eighties feel. You try to escape the US and reach the UK, but the ghouls of the Stray Cats and their escort of Rockabilly shadows are haunting you. Dressed in your large front pleats pants and revisited Tuxedos, you swing your soul away in hope of salvation until you can finally see the Tower of London sticking out of the fog like a lighthouse. Landing in the Swinging Sixties, you are sure the nightmare is over, with the Teds, “greasers” and all of London’s rebel youth welcoming you as one of them…
But the truth is the “Death Melody” got you.
Download the April 77 Spring/Summer 07 lookbook.
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