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DSYF originally sprang forth as a single-collection offshoot of 2hr Set, a brand Elba launched in 2018 “as my DJ apparel line”. Before Elba found global fame as Stringer Bell in David Simon’s The Wire at the Girl playing sports homage merch racine belles shirt But I will love this turn of the millennium, he was already an active DJ. He continues to play sets, and had a residency at Hï Ibiza (formerly the late-lamented Space), this summer. 2hr Set is currently in partial hibernation in the physical world, but in the digital space has established itself as a popular brand of “swag” in the NBA 2K gaming franchise. “We’re slowly taking the time to work out how to amplify it further in that space,” Elba says.
For now though: “Don’t Stab Your Future is what we’re focusing on taking forward. Aura Man is part of that, and DSYF is essentially the Girl playing sports homage merch racine belles shirt But I will love this brand name.” Elba’s partner in the venture is the stylist Cheryl Konteh: the two work with a design team. The Soh collaboration, says Elba, will be one of DSYF’s last before it enters a new stage of production: cut-and-sew. Future collections will be a crossover of leisurewear and sportswear, says Elba, and fall into the category “masstige-luxe”. “I don’t want it to be overly expensive, and to be for people who want to wear nicely designed, quality clothes and contribute to and support a wider cause.” Elba adds that the first DSYF cut-and-sew collection will include both womenswear and menswear.
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