Wonderland.

INTRODUCING: BLACK SCALE COMES TO SELFRIDGES

The San Francisco brand Black Scale is the newest label to enter Selfridges’ already legendary Men’s Contemporary Department.

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Selfridges are adding another amazingly cool collection to their new contemporary menswear department: Black Scale, the San Francisco based streetwear brand is arriving this week. Launched in 2007 and known for their awesomely eerie range of slogan tees and printed sweats, the label has taken off after recent collaborations with artist Jun Cha, New York designers Amongst Friends and A$AP Rocky and the A$AP Mob.

The line has a darker aesthetic than other streetwear brands out there; gothic and occult imagery on a subdued colour palette and strong, unnerving slogans showcase a sinister and conceptual tone. Upside down crosses, flags and cosmic imagery suggest a kind of atheist and political message, an intelligent, controversial and unapologetic visual that maybe other brands would shy away from. The overall look is clean and minimal with a hard edge, its contemporary design depicting complex ideas.

Black Scale is on a totally different level to the bright clashing patterns, gimmicky cartoon graphics or juvenile humour that dominates the streetwear scene these days (YOLO t-shirts- enough already!). Streetwear has evolved, and it’s mature, edgy and fresh.

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Black Scale is available at Selfridges stores and www.selfridges.com

Words: Kayleigh Rawlings (follow Kayleigh on Twitter @kayleighar)

INTRODUCING: BLACK SCALE COMES TO SELFRIDGES

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