Jilted Royalty have produced this short viral, documenting a recent piece of ultimate dedication to the brand, in which a close friend has the brand’s logo inked on his chest.

Jilted founder Jay Read worked on the design himself, alongside tattoo artist Iain Stanfield, and the inking finally took place at The Mother of All Sins tattoo parlour. Tattoo art is one of the brand’s inspirations, being that Read is heavily tattooed himself, and I like that they is thinking outside of the box and coming up with some real interesting branding opportunities.

For more on the brand, check out Jilted Royalty. Video by Jordan Buck.

• About the Author

Adam Scotland

One of the three founding members of THE DAILY STREET, Adam is our Editor at TDS. Adam works in the streetwear industry for Out Of Step Ltd., specialising in both USA and UK brands. He also contributes to The Hundreds website.