Seven Rays, a UK-based menswear brand that claims DJ and producer Andrew Armstrong as its creative director, recently released a collaborative series with Joe Petagno.
With the artist known for his heavy metal style that consistently makes use of cynical satanic motifs, the resulting apparel is well-suited to consumers looking to make a grungy statement. Considering that Joe Petagno is famous for his work with KISS, Motorhead and many other bands, his original art adds substantial value to Seven Rays' collection.
In addition, the tees, crewnecks and sweats are all customizable, meaning that one can imbue their name, hometown, or any word for that manner, onto the material in a unique font. In order to promote the apparel and the original art that's featured on them, Seven Rays employed Eduardo Fitch to lens an editorial.
Customizabale Heavy Metal Shirts
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Simple Layered Lookbooks
Boxy Oversized Streetwear
Retro Australian Streetwear
Expanded Merchandise Partnerships