The rotating car park set the stage for 44 Label Group’s Spring/Summer 2024 runway, an unlikely stage for underground audiences to see the highlights of nightlife. Brand founder and DJ Max Kobosil infuses his deep techno roots into every piece of clothing design, whether it’s gothic Bergan uniforms or ensembles perfect for Berlin’s eclectic club scene.
For SS24, 44 Label Group takes inspiration from the profession’s fast-paced lifestyle and takes great musicians on the road. The brand’s “On Tour” collection continues to explore its utilitarian identity through a cutting-edge lens, creating world-class clothing for road riders, engineers, gaffer boys and technicians alike. Industry leaders walk the runway without a care in the world, filming their every move with chest-mounted GoPro cameras. Distressed bomber jackets, shorts hybrids and edgy “Enemies” tees are the obvious standouts leading the way to the wild stage with grumpy outfits.
Over-revealing tops allow you to see the figures below, while color-coded workwear collections are splashed with bright green, white and black colors. Flared and protective nylon suits are meant for a messy acid rave, while playful shirts boast iconic cigarettes, lighters and gemstones for quick airport trips. Interchangeable sunglasses accompany each look, intended to protect artists from blinding stage lights and 44 The Label Group’s First Intro to Eyewear.
Check out the 44 Label Group SS24 collection in the gallery above and find more Milan Fashion Week SS24 coverage on Hypebeast now.
In other news, Marco de Vincenzo Etro’s goes deep into the symbolism and iconography of SS24.