Chinatown Market and Grateful Dead reunite once again to deliver a new capsule and get off to a good start in 2021. Fusing the first icon’s rebel spirit with the second’s iconic symbols, they show us that there’s no need to be serious or boring in order to achieve excellent results.
They’re fast, aware of what’s happening around them and they for sure have aesthetic taste. Those are the main keys to their success. In fact, Chinatown Market’s creative process is so agile and dynamic that it can take them less than 24h to develop and sell an idea.
Behind the project we find Mike Cherman, designer and illustrator with experience in KITH, Nike, Ronnie Fieg and ASAP Worldwide. This previous works provided him with the necessary knowledge to discover the formula of his own success.
For many of us, the first thing that pops into our head when we think of Chinatown Market is a Smiley. The truth is that the brand has an agreement with the London-based company Smiley World, holder of the rights of the world’s most famous face, to be able to use it. However, the legendary Smiley is replaced by the characteristic bears and Grateful Dead’s skulls, signatures of this new collection.
70’s vibes
On the other hand, it is undeniable that Grateful Dead’s popularity keeps growing despite the fact that many of their loyal fans ignore their musical past. The band separated in 1995, when lead singer Jerry García died. But everyone regained interest with the premier of his documentary. That’s right, Amazon Prime released a 4-hour film about Grateful Dead that would change everything.
Their recognizable graphics immediately set off a true revolution by both of the brands’ enthusiasts. They turn every garment into an instant best-seller.
Our selection of the new Chinatown Market x Grateful Dead is now available in Foot District’s catalogue.