Wedidit Just Dropped a Prep School Inspired-Winter Collection

Will be showing their line and performing today at Virgin Hotels Chicago

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Jan 29 2016, 11:20pm

Photo courtesy of the label

Wedidit—record label and DJ collective home to Groundislava, Shlohmo, and Ryan Hemsworth—dropped a fashion line today, showcasing a prep school-inspired winter collection designed by LA producer, Shlohmo, and label founder, Nick Melons.

Henry Laufer (aka Shlohmo) and his Wedidit crew have been honing their own irreverent take on street wear since as far back as 2012, when they accompanied their first official musical release—RL Grime's Grapes EP—with their now-signature tombstone patch. On the heels of their successful Fall 2015 collection, the collective have now unveiled their winter wares.

The Wedidit Late Winter 2016 collection includes "THX," 14K," and "Kiss My Ass" T-shirts in large and small, with the latter in black and white options. They've also unveiled a full Varsity "WEDIDIT" sweatsuit and hoodie. The gang will be showcasing their apparel today at pop-up shop inside the the Virgin Hotels Chicago from 2-6pm CST, featuring "exclusive pieces paying homage to Chicago." The shop is by appointment-only, unfortunately. What is open to the public, however, is their live DJ set and installation in the Upstairs speakeasy from 10pm - 2am, though you must RSVP. Read on for images from the look book an interview with WeDidIt about the collection.

THUMP: Who designed the clothes?

Nick Melons: Henry [Laufer] and I designed them in my backyard next to the pool.

How is designing a winter collection different from designing a collection for other seasons?

Nick: Winter means people are usually cold so we can't sell them tank tops. Also people are more depressed because they can't see the sun so we don't make any clothes that have pictures of the sun on them, as to not trigger any "lack of sun sensitivity"

I noticed the clothes play with prep school/college sportswear motifs. What was the thinking there?

Nick: We like school uniforms and we never got to wear them. Our high school was hippy styles and you could wear whatever you want. We went to college where people don't play sports so we didn't get to wear varsity stuff there either. I played on the varsity golf team but that's not even related, I just wanted to mention it.

What ties that imagery in with the good year mascot and other more "typical" wedidit imagery that appears in the collection (grave, cobwebs, bullet holes)?

Nick: Most of our imagery is inspired by classic LA street placas, bad restaurant design, and vintage comic art. Bricks, cobwebs, bullet holes, and papyrus BOLD. Everything we make has to take the piss at least 50%. So to us, these graphics felt pretty natural in terms of "evolution" from the last line.