British fashion label Joystick Junkies inspired by digital culture and iconic video games

The more observant of you might have figured this out from our Facebook posts etc, but if you didn’t know yet we’ve just announced a big new range featuring Joystick Junkies vs Deadmau5, Calvin Harris and The Japanese Popstars with more to come. Rather than repeat myself here’s the press release below, and of course you can buy the new designs on both European and US webstores – just click on the flags above.

Here’s a pic from our shoot over at EMI’s HQ in London, thanks to models & friends (left to right) Oscar, Karim, Jez, Kuljheet & Umi!

Joystick Junkies, the British street wear fashion brand today announced a global partnership with music giant EMI’s new apparel division to collaborate with a range of major electronic music artists.

The DISCOTRONIC collection features ‘Joystick Junkies versus’ designs that bring the brand’s unique graphic handwriting to the artwork of the greatest names in electronic music. “Many of these artists owe their heritage to the same digital culture that inspires Joystick Junkies, often creating their first tracks on the Atari or Amiga computers, the same machines used to create gaming’s classics.” Commented Chris Birch, Creative Director of Joystick Junkies.

The first DISCOTRONIC capsule collection launches with designs produced in collaboration with Deadmau5, Calvin Harris and The Japanese Popstars, with many more to be announced in 2011. “Deadmau5 was a perfect fit, his instinctive approach to tweaking technology to make the music he wants and his love for 8-bit graphics was a perfect fit for DISCOTRONIC”, commented Chris Birch.