This year marks the 25th Anniversary of everyones favourite Hedgehog, Sonic, and in celebration SEGA have teamed up to collaborate with Sheffield based clothing brand Drop Dead for the second time, and it certainly hasn’t gone unnoticed. Drop Dead’s latest collection launched on Saturday 25th June and is available exclusively online at the Drop Dead website and in the brand’s stores, based in London and Sheffield. Focusing on the legendary video game character Sonic the Hedgehog, along with his best friend Tails, the collection consists of both men’s and women’s t-shirts, hoodies, crewnecks, outwear, bottoms and accessories, all of which keep in touch with the brands well established and unique identity. With stand out pieces including a matching all-over print velour hoodie and joggers, and a custom patch bomber jacket, all items are custom fit Drop Dead pieces and designed in-house at the Sheffield HQ.
‘We’re excited to team up once again with Drop Dead, this time to celebrate the 25th Anniversary of Sonic the Hedgehog. The previous collection was a big hit with our core fans and we believe this range captures everything they love about Sonic, with a unique twist added by Drop Dead.’ — Jason Rice, Director of Brand Licensing, SEGA Europe Ltd
‘When Drop Dead started there was no goal except the avoidance of having to get a real job. I never had any visions of my own store in London, my friends and family probably never guessed they’d be working in a huge steel mill, shipping out orders worldwide. I didn’t imagine I’d ever see Britney Spears wearing my stuff, Damien Hirst coming to visit the warehouse or have dreams of doing collaborations with the likes of SEGA. After growing up playing Sonic with my brother, I’m excited to be able to collaborate with one of my favourite games and such a legendary name in video gaming.’ — Oli Sykes
Earlier this month the brand released a new mini collection, including a longsleeve t-shirt manufactured in the brands hometown of Sheffield.
Drop Dead was created in 2005 by Bring Me The Horizon front man Oli Sykes. Since then the brand has collaborated with the likes of SEGA (Golden Axe, Ecco The Dolphin, Streets of Rage), 20th Century Fox (Itchy & Scratchy) and Warner Bros (Gremlins). The brand has also been worn by the likes of Justin Bieber, Kylie Jenner, Miley Cyrus, Brooklyn Beckham, Noel Fielding, Die Antwoord, Busted, Jamie Campbell Bower, and Britney Spears.
Oli’s band, Bring Me The Horizon following the success of their new album? ‘That’s the Spirit’ recently played at London’s Royal Albert Hall in aid to raise money and awareness for the Teenage Cancer Trust. The band played with a 60- orchestra and a 15-piece choir. The whole evening was filmed for a special live dvd which is due to be re-leased on 01.09.16 with all profits being donated back to the charity.