It has to be said that one of the most prominent trends over the past year has been the resurgence of Y2K fashion, yet something which has not quite revived is the transgressive attitudes behind it. One designer who understands that missing sentiment is Daf, who founded his own brand Siberia Hills back in 2017. Heavily motivated by societal issues, Daf combines his cultivated eye for quality fabric and patterns with his ethics that fashion is a story — and therefore must always have meaning.

Talking of his brand, Daf explains, “It’s always been important for us to make clothing with a message and purpose behind each garment: one that makes people feel expressive, to think outside themselves, and to be part of something bigger than a [fashion] brand.” Having already revolutionised the attitudes of young creatives and fashion lovers, the label has since designed all the merchandise for Billie Eilish: a timeless collection that speaks to societies over-sexualisation of the female body.

Now, in a bid to keep his story unfolding, Daf has turned to the iconic designs of Ed Hardy in a brand new collection — drawing from the early noughties brands cut-throat stance on imminent societal norms and prejudices.

On the collaboration, the Siberia Hills founder says, “We are in the middle of a Y2K revival, bringing back themes and imagery that made people excited 2 decades ago is energising and recoiling at the same time. How do you re-image that essence for people to see the intended beauty in it again?”

Keeping Siberia Hill’s narrative at the forefront, the brand pays tribute to Ed Hardy tattoo artwork, incorporating the design in a selection of hoodies, tees, mesh long sleeves and bikinis. As a celebration of timeless creativity, the collection is both a salute to the radical generations of the past and a celebration of the future of individuality and artistry. Calling upon the likes of Iris Law, Alana Champion and Marquel Williams, the enigmatic imagery is an exemplar of exactly that.

The first drop of the collection went live on Valentine’s Day, with the second due for release on March 4th. To shop the collection, head to
 edhardybysiberiahills.com…