The Shakedown Garden exclusive capsule merchandise collection launches in stores and online today (21 June).
Iconic rock band, Grateful Dead has today (21 June) released an exclusive capsule merchandise collection with Selfridges as part of the department store chain’s summer creative concept.
Taking inspiration from the band’s tenth studio album, Shakedown Street, and the recent rise in the popularity of gardening among consumers, the playfully named Shakedown Garden collection gives the classic Grateful Dead aesthetic of tie-dye, skulls, bears and roses a botanical spin.
Drawing upon designs from Grateful Dead’s classic imagery archive, and communicating the importance of sustainability to the band, the 16-piece range features apparel that uses organic blanks and vegan inks for any print work, debuting new artwork and exclusive designs for both dedicated Dead Heads and those after their latest fashion fix.
The colourful unisex collection features t-shirts, hoodies, sweats, a knitted blanket, cap, mug, and an eco water bottle, plus a flowerpot and gardening gloves for those with green fingers.
“The Grateful Dead played England more than 20 times, with 20 shows in London alone, along with a few other shows around the UK throughout their performing career,” commented David Lemieux, Grateful Dead archivist and legacy manager. “Their first show outside of North America, more than 50 years ago in May 1970, was in Newcastle-Under-Lyme, and over the next 20 years they played some of their best live performances in England, including bona fide classics in 1972 and 1974.
“It’s a thrill to have the Grateful Dead with such a prominent presence in Selfridges. A retail institution with more than 100 years of history is the perfect fit for the Grateful Dead, with their more than 55 years of cultural and musical history, and we’re all thrilled to be bringing the Shakedown Garden collection to Selfridges.”
The collection is part of The Selfridges Garden Centre which will run throughout the summer. At Selfridges London the Accessories Hall and store exterior is being transformed into the Garden Centre, a playful and sensory response to the boom in outdoor appreciation, as part of Good Nature, Selfridges’ creative theme for 2021.
The Grateful Dead x Selfridges Shakedown Garden collection will feature alongside gardening products, as well as a curation of fashion, lifestyle and beauty products, plus other exclusive collections from brands including Prada and Ganni.
To celebrate the launch of Shakedown Garden, a special episode of The Good Ol’ Grateful Dead Podcast has launched, dedicated to the band’s history in the UK with several special guests including noted UK Dead Head Alex Allen and MOJO editor John Mulvey.
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