Rose in Good Faith founder on their nostalgia-driven collaboration with Ed Hardy

COLLABORATION

ROSE IN GOOD FAITH FOUNDER ON THEIR NOSTALGIA-DRIVEN COLLABORATION WITH ED HARDY

WORDS

by JEENA SHARMA

PHOTOGRAPHY

COURTESY

of ROSE IN GOOD FAITH

The early aughts were a defining moment for fashion with brands like Ed Hardy shaping the collective narrative around it. The brand spawned either extreme loyalty or intense aversion. Nevertheless, the tattoo inspired label’s significance could not be denied. Now Los Angeles-based streetwear label Rose in Good Faith has teamed up with the brand for a nostalgia-driven line of t-shirts, pants, and hoodies.

The collection, which is priced between $350 and $3,082, will also include a track pant, a silk short-sleeve hoodie and a quilted sukajan jacket.

Set for a November launch, the collaboration has already generated massive interest after a batch of 50 pre-release tees was sold out in two days.

“We didn’t anticipate an overwhelming response like this,” said Rose in Good Faith co-founder, David Teitelbaum.“This collection is going to be timeless, one that’s rooted beyond nostalgia’s borders. We wanted our selection to reflect that.”

The first drop of ROSE IN GOOD FAITH x ED HARDY collaboration featuring 15 different styles will be available early November across a list of exclusive retailers.

Co-founder, Akiva Alpert speaks to AS IF about what drove the collaboration, their expectations, and her favorite pieces from the collection.

Rose In Good Faith X Ed Hardy

Rose in Good faith and Ed Hardy Nostalgia Inspired Collaboration

AS IF: What made you pick Ed Hardy for this collaboration?

Akiva Alpert: A combination of pure nostalgia coupled with its epic narrative. ED HARDY set a standard for modern maximalism, and in many ways, the brand of the 2000s helped godfather elevated streetwear as we know it; especially for LA. It represented one of the most iconic, polarizing, and extreme moments in fashion, period.

What were some of your major inspirations for the collection?

My teenage years immersed in the post-hardcore/emo/metal scene. Being surrounded with raw angst, and my journey into tattoo and piercing subcultures. In the scene, tattoos, and piercings were anything but subtle. We all had stretched ears, and were heavily tatted, and pierced. It revolved more around showmanship, and hence the maximalism influence.

The Ed Hardy aesthetic is really pronounced. How did you strike a balance between the distinct styles of both the brands?

It's taking ED HARDY out of rock music and throwing it into the center of the heaviest breakdown of a death-core mosh-pit. In regards to the tattoos themselves, the focus has been pushing the boundaries of appliquéing; be it by utilizing 3k Swarovski crystals, or various new techniques that will be applied to the main collection. The limited-edition shirt is only a sample of what’s to come. It’s combining the artwork in a way that compliments the extremism of the ROSE IN GOOD FAITH fitment language.

How would you describe your creative process?

A cold-brew, post-hardcore and trap playlist, and some light neurosis.

What were the most memorable parts of this experience?

Taking a dive into my entire teenage experience. In understanding the immense, and often-times polarizing effect the ED HARDY brand has has had on society, its been incredible to have the opportunity to honor that legacy in a way that evolves the story moving forward. Plus, seeing reactions to the collaboration is priceless (laughs).

Can you describe the target consumer for this collection?

I feel that the core of all sub-cultures has intersected. In enjoying this collection, you should feel as comfortable going to a trap concert, metal show, or sitting front row at any fashion week event dripping in the collab. The only real prerequisite is that you plan to stunt.

ROSE IN GOOD FAITH

Inspired by post-hardcore and emo culture, LA-based ROSE IN GOOD FAITH channels elements of millennial nostalgia, fused with bold color ways, and a contemporary flare for the dramatic; launched in 2016 by designer Akiva Alpert.

www.roseingoodfaith.com

“In enjoying this collection, you should feel as comfortable going to a trap concert, metal show, or sitting front row at any fashion week event dripping in the collab. The only real prerequisite is that you plan to stunt.”

- Akira Alpert -