We chatted to Drop Dead Clothing, a fashion label at the cutting edge of Scene Kid fashion, to get the run-down on the scene they’ve become so familiar with…

What’s the Drop Dead Clothing ethos and how would you sum up the Drop Dead style?

Drop Dead was founded by Oliver Sykes, lead singer of British heavy rock band Bring Me The Horizon. As a brand we strive to create unique, high quality, limited apparel and collectibles – inspired by 90s culture, life on the road and an ever evolving taste in music, art and street culture.

How would you describe the typical Drop Dead girl and guy?

These days we do have quite a varied fan base, but ever since the beginning our Hardcore fans have remained the same. They are teenagers and young adults who have a passion for rock music and going to gigs/festivals, whilst keeping up to date with everything we do via the Internet. As time moves on we are reaching out to a lot of different customers who are into a wide range of music and art.

Do you think of yourself as catering to a broad audience – or any specific youth scenes?

From what started as screen printed graphic T-Shirts, to large scale manufacturing of a huge variety of items, Drop Dead certainly has evolved since 2005. In those days it was primarily the Scene Kids and Hardcore kids that had heard of the band, thanks to the MySpace generation. Now we have more mature understated designs, along with the fun graphic designs we definitely attract a wide variety of customers now, from savvy fashion bloggers wanting something unique to students, to people into extreme sports and of course the Scene Kids.

Have any notable celebrities championed the Drop Dead brand?

The Midnight Beast, Rita Ora, Pink, Justin Bieber and Jamie Campbell-Bower. Jude Law has even brought his kids shopping to our London store a number of times.

Do you think the Scene Kid look is still going strong?

Definitely, going to gigs and festivals you can see that. A lot of brands do still cater to the Scene Kid audience, but at the same time I think you see a lot who are trying to mix it with a street wear vibe.

Your blog means you’re more than just a clothes shop – you’re curating content, music and promoting talent too. Why is this important?

Drop Dead is a lifestyle, we can relate to our fan base – and them to us. They’re very aware that Drop Dead is like a family, they like to know what all our staff are doing and what they’re into. We want to make sure people visit our website not just to look at our clothes, but also come back and check the blog for interesting content.

You can find Drop Dead Clothing at www.iheartdropdead.com

Check out their London store: 8 Kingly St, Soho, London, W1B5PQ