US – Music platform SoundCloud is launching a fashion collection with designers at GRVTY, an independent broadcast company.
Conceived at the start of the pandemic as a way to capture and communicate music’s ability to empower, escape, cope and heal, the Pure & Wondrous Sounds collection includes items such as t-shirts, sweatshirts and vinyl slipmats.
To promote music as a source of healing and an outlet during tougher times, the collection features phrases such as: ‘There will be a new day and a new song, play on’, ‘Exalted, sonically’, and ‘Endless loop harmonix’. Taking the platform's merchandise offering further, SoundCloud plans to work with creatives whose ethos aligns with that of the streaming service – a DIY-spirited, innovative and forward-thinking outlook.
While SoundCloud and GRVTY are focusing on apparel, music-led healing is increasingly being recognised in the health and wellness sector. We explore this further in Music as Medicine.