It’s always great to see UK names getting recognition from overseas, and one name that definitely deserves such recognition is Bristol’s Fifty Fifty. Having recently celebrated 15 years since opening their original shopfront, the Bristol store have joined forces with California’s Diamond Supply Co. for a collaborative collection of tees and sweatshirts.
Fifty Fifty have been long time supporters of the Diamond brand, representing the label’s origins in skateboarding and regularly holding one of the widest ranges of Diamond Supply Co. product in the UK. Having first discussed the idea with Nick ‘Nicky Diamonds’ Tershay outside of NYC’s Max Fish some 5 years ago, the collaboration finally takes form in the wake of the store’s 15 year celebrations.
The capsule itself has one central graphic at its core; a mash-up of Diamond’s ‘Brilliant’ iconography with a visual representation of the store’s “Only the strong survive” motto as a British twist. The artwork itself was designed by local artist and long time friend of the store Gavin Strange, who has worked on many other projects for Fifty Fifty throughout their 15 years. T-shirts come in black, white, and ‘diamond blue’, along with back crewneck and hooded sweatshirts.
It’s excellent to see the store produce a high profile collaboration such as this, especially with a brand that has so much meaning to the store and the people behind it. The collection will launch exclusively at Fifty Fifty this Saturday, April 27th, at 7pm. An event will be held in-store to herald the release, with music, drinks and promotional offers. The collection will then launch online at 2pm Monday April 29th.