Clubbing is a movement and as such, from the 1960s onward it managed to leave an imprint on every artistic and cultural field throughout Europe.
It was not until the late 1980s and early 1990s that it became apparent to everyone’s eyes that clubbing had managed to influence the fashion world as well.
People who frequented the famous underground clubs of the time paraded alternative, eccentric looks, fluorescent garments, strong colors, neon tones and extravagant accessories. This style is referred to as Clubwear aka Streetwear ante-litteram.
Clubwear found its roots in the Punk style, at a time when young Berliners wanted to leave behind the debris of the Cold War.
The colorful and daring reality of the clubbers pointed the way forward for several designers, who created entire functional club collections, as did Prada with its collection linked to techno culture.
Patent leather pants, reflective vests, colorful tees, and sneakers were the main garments worn in the 1990s in the “realm of chaos”-all references that would later be taken up by Raf Simons and Virgil Abloh in their own collections.
To date, despite the fact that clubwear fully influences the fashion world, few brands have managed to conquer the runways.
In 2022, 44 Label Group, a menswear brand founded by Berlin-based DJ and producer Max Kobusil and Italian entrepreneur Claudio Antonioli, was born: the idea behind the brand is the fusion of a style fit for raves and the world of luxury.
The garments are “meant to be worn by techno and rave obsessives.”
so Kobosil uses materials such as durable denim, rubber, or canvas that can withstand a hard weekend of partying at Berghain. The silhouettes and cuts, on the other hand, are inspired by French haute couture.
Milan and Paris Fashion Week was conquered by clubwear with the Fall/Winter 2023 collection,by 44 Label Group entitled Blame Society. A collection that explores the subculture of the techno and rave scene.
With the “Blame Society” collection, Max Kobosil presents a dark dystopian future: the club kids’ wardrobe consists of black skirts , jumpsuits, bomber jackets and snow-white hoodies, pants and down jackets . Functional pieces of technical clothing are perfect for late nights and techno beats.
Ironic and graphic inscriptions from the club scene such as “Guest List” or “Backstage” as well as “(B) Rave New World” and the 44 LABEL GROUP logo adorn the collection.
Kobosil chose the feared Steven Marquez as the model for its “Blame Society” collection, the one who best represents the clubbing world nowadays.
