ICONIC27

Inspired by the “27 Club”, the name for a club of famous musicians who passed away at the age of 27. Around 50 artists are part of the club. Including the legendary; Brian Jones, Jimi Hendrix, Janis Joplin, Jim Morrison, Kurt Cobain, and Amy Winehouse. The artists have one thing in common they became famous in a short time. As a result, these artists often succumbed to the pressure of sudden fame. The brand wants to honor these artists and bring an ode to their talent.

‘ on stage i make love to twenty five thousand people; and then I go home alone” ~ Janis Joplin

Apart from the different identities and lifestyles of these legendary icons, they cover various music movements from Jazz, Pop, Rock & Roll to punk music. Furthermore, the club is timeless, starting with blues guitarist Robert Johnson (1938) up to Amy Wine- house (2011). The brand does not focus on one timeline, trend, or hype. The provocative and striking 27Club is an inexhaustible source of inspiration for the brand.

2019

Amsterdam