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.
