Oli Sykes celebrates 20 years of Drop Dead with new Gen D clothing collection

Just as Bring Me The Horizon have been on quite the journey since their inception in the early ’00s, so too has frontman Oli Sykes’ iconic clothing brand Drop Dead – and, in fact, this summer they’re celebrating their 20th anniversary (seriously, we’re so old).

To mark the occasion, Drop Dead is – obviously – releasing a new clothing collection, entitled Gen D, which embraces the brand’s historic identity while ‘also resonating with the new generation of Drop Dead kids’, according to a press release.

“Celebrating our 20th anniversary, Gen D represents the insane evolution from doodling zombies in my bedroom to the brand we are today,” enthuses Oli. “This journey has been a tapestry of highs and lows, moments of doubt, and there were times I lost sight of who Drop Dead’s tribe were.

“Now, my vision of our clique has never been clearer,” he adds. “Gen D encapsulates our brand at its purest – fashion for the discerning goth who wants to level up their style, without becoming a carbon copy of the mainstream.”

Scroll through some of the pieces below, and get your hands on Gen D here.

Bring Me The Horizon headline Electric Castle on July 19 – get your tickets here.

Read this: Bring Me The Horizon: “The way we’re doing stuff now, it feels like I’m making art again, for art’s sake”