Viceland New Zealand has dipped its toes in the fashion space, teaming up with streetwear brand Commoners to release a bespoke range of clothing apparel.
The merchandise sees a collaborative effort between Commoners, Viceland and local designers to create a one-off capsule wardrobe. It was released on 1 February, in the Commoners Ponsonby store and online at the Commoners website.
The style of merchandise is unisex and combinesViceland's monochrome branding with the Commoners signature fit and style, consisting of a long-sleeve, short-sleeve, nylon hat and canvas tote bag—all of which were timed for its summer release.
Viceland New Zealand marketing manager Laura Taylor notes the Viceland branding is simple, irreverent and raw, which are themes that align with Commoner's brand.
“Commoners are known for its classic, deconstructed and monochromatic garments and seemed like an obvious fit for this partnership," says Taylor.
"[It] is a collaboration between our marketing and global creative team and the Commoners team, who co-designed, produced and manufactured the garments. It's not a money play from Vice but an audience campaign, with profits going to Commoners”.
Viceland's injection into the New Zealand fashion market follows a successful internationalViceland fashion collaboration with Colette in Paris, coupled with a progressing will to grow its brand in New Zealand.
Perennially, Vice has shone a light into the dark abyss of unheard communities across the world, voices which are undiscovered by mainstream media. It is now bolstering its presence in Aotearoa, having separated from its Australian arm, with an independent editorial team in New Zealand.
Late last year, Vice marked its first anniversary with Sky television, a partnership that has seen the addition of a 24-hour programming scheme on Sky channel 13. It hosts entertaining shows like F*ck That’s Delicious and topical programmes such as Gaycation and Rise.
According to Taylor, Vice's newly acquainted fashion line encapsulates its media content, which strips things back and lets the content speak for itself.
“We're finding New Zealanders have a real affinity with the brand, which is free of decoration, artifice and veneer, so the merchandise-style collection reflects this by being relaxed and wearable."
Vice's new venture into the realm of New Zealand fashion is a move that Taylor deduces as a one-off collaboration, to branch a space it has not been involved in.
Taylor reiterates Viceland New Zealand has no plans to invest further in fashion at this stage, but is a relevant topic that features on its channel programming, for example, the show States of Undress.