Los Angeles lifestyle brand PLEASURES has joined forces with legendary group N.E.R.D. for yet another clothing line, making its debut pop-up at Hong Kong’s BELOWGROUND on November 17.
N.E.R.D. aka No One Ever Really Dies comprised of Pharrell Williams, Chad Hugo and Shay Haley, is known for pioneering bold blends of genres, including rap, jazz, alt-rock, r’n’b and funk.
The line includes a total of 13 pieces, including Modernica collaborated branded couches, varsity jackets and graphic t-shirts, all inspired by N.E.R.D.’s 2001 album ‘In Search Of…’.
BELOWGROUND is the home of radio station FM BELOWGROUND, run by Yeti Out, which, over the years, has hosted anyone and everyone in Asia’s underground scene.
To celebrate the launch, both brands have teamed up with Hong Kong outfit Yeti Out for two one-off events.
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On November 16, there will be “An Evening with N.E.R.D. @ ARTIFACT”, hosted by Shay Haley and Philip Leeds (N.E.R.D.’s manager). This event is invite-only, though.
However, on November 17, there will be a pop-up book signing from Philip Leeds and a live radio show with Haley, Leeds and PLEASURES, hosted by Arthur Yeti. You’ll be able to get your hands on the Hong Kong friends and family exclusive N.E.R.D. X PLEASURES X Yeti Out tee at this one.
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While the first series of pop-up events finds itself in Hong Kong, PLEASURES and N.E.R.D. have also announced a Tokyo pop-up on November 19.
The clothing line will launch globally on November 24 via the PLEASURES website and selected retailers.
Follow Pleasures, N.E.R.D. and Yeti Out on Instagram for more updates.
Henry Cooper is a Writer at Mixmag Asia. Follow him on Instagram.