09/17/08
Text: Nik Mercer
For its fourth collection (Fall/Winter 2008), Rotter and Friends has made a rad dance video to showcase its T-shirts and is committing itself to expanding its brand in new and exciting ways. In addition to making shirts, the label is now involved in "educational adventures" and, obviously, filmic opportunities.
More on the film: the fun short was shot in L.A. this month, was directed by a certain Jessica Hundley, choreographed by the renowned Ryan Heffington, and edited by Maximilla Lukacs.
More on the shirts: the F/W 08 collection "pays homage to The Bob Seger System, Link Wray, Judee Sill, and the legendary album by Paul and Linda McCartney, Ram." As usual, the designs are hand drawn by New York City-based artist Jess Rotter.
More on the "educational adventures": "sticking with [the] tribute to Mr. Wray, [Rotter and Friends will] present a new section of the site where resident DJ Zach Cowie brings to the world 'The Rotter and Friends Wisdom Hour'" in which Cowie will take Rotter and Friends fans and customers on musical journeys of inspiration and wisdom.
Sounds like an amazing game plan to us, and no, we can no longer describe Rotter and Friends as a simple T-shirt company.
Rotter and Friends Fall/Winter 2008 Dance Video
