Honda is joining forces with 88rising, the renowned global music and media company showcasing the best of Asian music talent in America, to create extraordinary experiences for music enthusiasts while giving breakthrough artists a larger stage to pursue their aspirations.
At the 88rising Head in the Clouds Music and Arts Festival, taking place on August 5-6 in Pasadena, California, Honda and 88rising will celebrate the culture and creativity of the Asian American community. Festival-goers can expect exclusive experiences and sensational performances, including the "Honda Double Happiness" stage lineup featuring Stephanie Poetri, Spence Lee, Lyn Lapid, Phum Viphurit, Eyedress, Grentperez, and Akini Jing.
As the official automotive partner of Head in the Clouds, Honda will introduce the "88 Type R Honda Customs Shop" festival activation, a unique interpretation of a tuner car garage. This special attraction will include a 2000 Civic Si project car alongside the all-new 2023 Honda Civic Type R – the most powerful Honda production vehicle ever sold in the U.S.
Moreover, the "88 Type R Honda Customs Shop" will serve as an exclusive merch shop showcasing the new Honda X 88rising limited-edition apparel capsule, "88 Type R." Festival attendees will have the opportunity to preview and shop the entire "88 Type R" capsule, a unisex collection inspired by the late 90's to early 00's Asian car culture scene. The "88 Type R" collection's first drop will launch exclusively at Head in the Clouds on August 5 and online at 88nightmarket.com – 88rising's official store.
Car-Backed Apparel Capsules
Honda x 88rising Drop Capsule Collection
Trend Themes
1. Asian Car Culture Fashion - The Honda X 88rising limited-edition apparel capsule, '88 Type R,' draws inspiration from the late 90's to early 00's Asian car culture scene.
2. Music Festival Collaborations - Honda and 88rising are partnering to create extraordinary experiences for music enthusiasts, as seen in their collaboration at the Head in the Clouds Music and Arts Festival.
3. Exclusive Merchandise Drops - Festival attendees at Head in the Clouds will have the opportunity to preview and shop the entire '88 Type R' capsule, before it launches online at 88nightmarket.com.
Industry Implications
1. Fashion - The Honda X 88rising limited-edition apparel capsule, '88 Type R,' introduces a unique fashion line inspired by Asian car culture.
2. Automotive - Honda's collaboration with 88rising at the Head in the Clouds Music and Arts Festival highlights its position as the official automotive partner and showcases the all-new 2023 Honda Civic Type R.
3. Music and Media - Honda's partnership with 88rising provides a larger stage for breakthrough music artists and celebrates the culture and creativity of the Asian American community.