Drop Dead have launched a brand-new activewear collection for the first time, with owner and Bring Me The Horizon frontman Oli Sykes encouraging a healthy lifestyle in his messaging.
The new drop, Running From My Demons, is appropriate for a range of different physical activities – from cycling to yoga – with Oli explaining of the reason behind this latest venture: “When I got out of rehab I needed to find something to channel my energy and emotion into, so that I didn’t fall back into addiction. I reluctantly started going to the gym and working out. At the time I felt like a lot of kids I relate to hated gym at school and I didn’t think I would get as obsessed with it as I did.
“For me it helps my mental health so much, shakes off negative thoughts, sets me up for the day and makes me feel secure about myself. I felt like trying to illustrate what my chaotic ADD mind feels like through this collection, as it felt like a perfect way to remind myself and hopefully others, why staying active is such an important part of life. I also wanted to make some active wear that wasn’t so fucking boring, plain and uninspiring.”
Head Of Design, Jacob Harry, adds: “Running From My Demons is something we kind of all do in our own way – through art, music, meditation, exercise… whatever it might be. We wanted to tap into that idea thematically for this collection campaign – scratchy illustrations, heavy shadows and intense hits of red to revolve around that idea of conquering a personal battle.
“We wanted to put a collection together that technically holds up – our fabric choices and cuts were designed to make the garments as practical as possible – whilst also making people hyped and confident by what they’re wearing.”
Check out some of the items available in the collection below.
