As a successful DJ, Steve Aoki expanded beyond his personal affinity for music and mixing through the launch of a complementary clothing line under the Dim Mak music label. Dim Mak refers to an ancient Chinese martial art-form in which one can essentially kill another using seemingly less than lethal force targeted at specific areas of the body.
In the contemporary world however, Dim Mak translates to a conglomerate of musicians that includes Steve Aoki, Atari Teenage Riot and many more, who not only deliver some of the best electro music today, but also curate a unique clothing label that “touches the vital points of urban fashion.”
Now several seasons deep, Dim Mak has looked to cement itself as a full-fledged lifestyle brand encompassing the arts, fashion, and of course music. A short look into their 2012 fall collection unveils a strong graphical approach for the brand who will also welcome choice collaborations with Felix Catral and The Cobrasnake this season.
With the help of the gorgeous MC Iggy Azalea, Dim Mak provides a glimpse to its upcoming product line that includes fluorescent colors, bold patterns and gold jewelry. This fall/winter range is currently available through colette in Paris as well as the musical collective’s webshop.