DROP DEAD X SONIC

To celebrate the 25th anniversary of Sonic, Sheffield based clothing brand Drop Dead are proud to announce their second collaboration with SEGA. The collection focuses on the legendary video game character, along with his best friend Tails, and features both men’s and women’s t-shirts, hoodies, crewnecks, outerwear, bottoms and accessories, all in keeping with the brands unique identity. Stand out pieces include matching all-over print velour hoodie and joggers, and a custom patch bomber jacket. All items are custom fit Drop Dead pieces designed in-house at the Sheffield HQ. The collection will be available exclusively online at www.dropdead.co and in the brand’s stores in London and Sheffield on 25th June.

“We’re excited to team up once again with Drop Dead, this time to celebrate the 25th Anniversary of Sonic the Hedgehog. The previous collection was a big hit with our core fans and we believe this range captures everything they love about Sonic, with a unique twist added by Drop Dead.” Jason Rice, Director of Brand Licensing, SEGA Europe Ltd

“When Drop Dead started there was no goal except the avoidance of having to get a real job. I never had any visions of my own store in London, my friends and family probably never guessed they’d be working in a huge steel mill, shipping out orders worldwide. I didn’t imagine I’d ever see Britney Spears wearing my stuff, Damien Hirst coming to visit the warehouse or have dreams of doing collaborations with the likes of Sega. After growing up playing Sonic with my brother, I’m excited to be able to collaborate with one of my favourite games and such a legendary name in video gaming.” Oli Sykes

Oli’s band, Bring Me The Horizon following the success of their new album?“That’s the Spirit” recently played at London’s Royal Albert Hall in aid to raise money and awareness for the Teenage Cancer Trust. The band played with a 60- orchestra and a 15-piece choir. The whole evening was filmed for a special live dvd which is due to be re-leased on 01.09.16 with all profits being donated back to the charity.