When you think of house music, you think of Defected Records, the legendary independent label, home to the likes of Sam Divine, Dimitri from Paris, Honey Dijon and of course the man that started it all, label icon Simon Dunmore. Alongside the music, the parties and the festival, there’s plenty of apparel to get involved in too.
It’s now taking it one step further with its 4 To The Floor project. Headed up by Luke Solomon, longtime Defected A&R, music lover and fellow label founder, 4 To The Floor is helping to tell the story of house music by breathing new life into music born from the early house scenes and releasing new music compilations from classic and legendary labels such as Movin’ Records, Sub-Urban, Classic and Nu Groove and many others. These labels all made a huge impact on the sound and movement of house music, despite some of them being relatively short-lived – while Nu Groove lasted just four years, the legacy it left behind is hard to properly quantify. Once more, the music from these labels can live on, not only from the re-released vinyl but in the 4 To The Floor apparel, emblazoned with the original logos. Having just shot the campaign, Notion has been given a first look at the merch and has discovered how each of the designs is as relevant now as it was in the 80s and 90s. Keeping to the theme, the models in the campaign feature key people in the scene including Luke Solomon, Josh Caffe, Melvo Baptiste and Hannah Holland. It’s both celebrating the heritage of house music and our passion for it now.
Take a peek at the campaign below.
Luke Solomon wears the Classic tee
Maria wears the white Fourth Floor Records tee
Dejon wears the black Freeze Records tee
Melvo Baptiste wears the white 4 To The Floor tee
Maria wears the white Sleeping Bag Records tee
Hannah wears the black Slip n Slide tee
Dejon wears the white Azuli tee
Luke Solomon wears the white Nu Groove tee with green logo
Josh wears the white Soulfuric tee
Maria wears the black Soulfuric tee
Melvo wears the black Sub-Urban Records tee
Josh wears the black Street Wise Records tee