Fashion: I'm with the band

Click to follow
The Independent Online

Any savvy fashion label knows that offering to equip customers for every aspect of their lifestyle is a commercial no-brainer, hence the existence of such improbable items as Roberto Cavalli wine and Chanel rugby balls.

For younger, cooler brands, such money-spinners are a little too blatant, but that's not to say that they are entirely averse to a bit of diversification, most recently in the form of some musical accompaniment to their designs.

While critics may be bemoaning the uninspiring state of contemporary indie music, it seems that the rock'n'roll lifestyle won't be going out of fashion any time soon. In East London trendy design duo PPQ, a favourite of glamorous indie kids including Alexa Chung, are the owners of 1234 Records, which looks after bands such as Cazals and the Bishops.

Meanwhile, arriving from Paris is the fashion/music hook-up of the moment from April 77, a cult denim label responsible for cladding the legs of the achingly trendy in skinny jeans. Due in store at Selfridges this month, April77Records is a clothing range "inspired by the music underground" where items comes accompanied by a scratch card with a code that allows customers to download specially selected songs.

Each month the label will also release a good old-fashioned seven-inch vinyl record by a suitably modish band, including the Willowz and the Red Hearts. Rated by the Kills' Alison Mosshart and Jamie Hince (aka Mr Kate Moss) as one of their favourite clothing brands, it looks guaranteed to be a big hit.