44 LABEL GROUP

In 2022, 44 Label Group was founded, a menswear brand conceived by Berlin-based DJ and producer Max Kobusil and Milanese entrepreneur Claudio Antonioli. The idea behind the brand is the fusion of a style suitable for raves with the world of luxury. The brand takes its name from the old postal code of the Neukolnn district, where the artist and creative director of the brand was born and raised, and debuts with the SS22 collection featuring a total black outfit, oversized volumes, and street graphics, defining the brand's clubwear style. The garments are "intended to be worn by techno and rave enthusiasts," hence materials such as sturdy denim, rubber, or canvas are used, capable of withstanding a tough weekend of partying at Berghain. The silhouettes and cuts, on the other hand, are inspired by French haute couture. With the "Blame Society" 2023 collection, Max Kobosil presents a dystopian and dark future: the club kids' wardrobe consists of black skirts, jumpsuits, bombers, and hoodies as white as snow, trousers, and down jackets.