Spearmint Rhino Launches 'Rhino Society' Fashion Brand

Spearmint Rhino Launches 'Rhino Society' Fashion Brand

LOS ANGELES — Spearmint Rhino has launched a new fashion label, Rhino Society.

Joey A.X — a veteran of Puma, Versace and many sreetwear brands — has been tapped as creative director.

Rhino Society's debut collection, available now, includes traditional fashion styles, and will also feature unique "one of ones" and secret ranges for "Society Members.” The look book features actual Spearmint Rhino entertainers and was shot by lifestyle photographer Maxwell Reichert. The campaign also includes VHS-style shorts from mainstream director Evan Hamilton.

Rhino Society, a rep noted, marks the club chain’s “entry into fashion, yet its core is deeply rooted in cultivating a lifestyle that epitomizes luxury, exclusivity and the thrill of the taboo in nightlife.” The rep described Rhino Society as “a narrative-driven concept that will seasonally follow the spicy, controversial history of the iconic, yet mysterious brand.”

A.X, partner Jonathan Lee and Spearmint Rhino's Director of Marketing Michael McShane spent months digging through the Spearmint Rhino archives to tell the brand’s story, starting “at their origins in the glitzy chaos of L.A. in 1989,” the rep explained.

"This couldn't be a merch line, or the same old trope," the rep added. "We consciously rooted this in storytelling as the cornerstone and threw out what was expected in every way. Going deeper into the narratives and those who really built the brand into the global institution was paramount. There were endless storyboards and decks, old photos and secret tales told that inspired the work. Fabric was just the canvas choice for storytelling and constantly evolving by season to include new characters, cities and clubs to unfold.”

For more information, visit RhinoSociety.co.

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More News

Electric Novelties Debuts New 'Gemsations' Anal Plug Collection

Electric Novelties has introduced its Gemsations line of anal plugs in silicone and metal options.

Adam & Eve Reveals Results of 'Happy Ending Dream' Survey

Adam & Eve has released the results of a survey asking respondents if they have ever had a sex dream with a happy ending.

Kheper Releases New 'Drink if... Taboo Version' Party Game

Kheper Games has released its new "Drink if… Taboo Version" party game.

Aneros Debuts 'Eupho Syn V' From 'Vibration Collection'

Aneros has introduced the Eupho Syn V from its Vibration Collection.

Wells Apparel Group Inks Distro Deal With Kix'ies

Wells Apparel Group has signed a deal with Kix’ies, Inc. for distribution throughout 13 states.

Ohdoki Debuts 2 New Strokers

Ohdoki has introduced two new stroker sleeves.

CalExotics Debuts 2 New Pleasure Products From 'Connect' Collection

CalExotics has introduced two new pleasure products from its CalExotics Connect line.

Orion Debuts New Vibrator From 'Javida' Line

Orion Wholesale has introduced the new RC Licking Panty Vibe from its Javida line.

Fleshlight Debuts Ana Andrews Stroker

Fleshlight has introduced its new Ana Andrews Pro stroker, Succu-bust.

Svakom Launches Full Company Rebrand

Svakom has launched a rebrand of its logo and products.

Show More