4 To The Floor launch its first apparel campaign

Be a part of music history with the new 4 To The Floor merch - bringing the stories of a movement to the forefront of style.

11 months agoText by


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.

All tees are available to purchase at the DSTORE, here
Photography Beni Masiala
Styling Maria Maleh
Grooming Shamirah Sairally