This Autumn/Winter American Workwear specialists Carhartt WIP have teamed up with London based Trojan Records to create a heavily eye catching, illustration based exclusive capsule collection. Illustrious in introducing reggae music to the global market in 1970, the collaboration celebrates the British record label’s 50th birthday and reinforces Carhartt’s contribution to British music culture today.
Trojan Records was created in 1968 when Lee Gopthal wanted to bring his Jamaican music interests into the global market. By the early 1970’s Trojan Records had managed to secure a selection of UK chart hits. Whilst the record companies main focus was the sale of 7” records (hence the slick 7” record bag, thank you Carhartt), the company also placed a shining light on new emerging talent with artists such as Lee “Scratch” Perry’s, Tony Tribe and Desmond Dekker.
Carhartt designers must have been ecstatic to get access to Trojan’s graphic catalogue to produce colourful, everyday pieces that capture the British cultural change that was taking place in the early 1970’s with the feverish graphics by the Chicago based design collective Boot Boyz, who were given access to the vast Trojan graphic archive.
Carhartt are keeping up their reputation as leading fashion music lovers with a Trojan Records take-over on the brand’s radio show for August. The mix will see DJ/Producer Scott Monteith (better known as Deadbeat) select his personal favourites, amongst Trojan’s quintessential archive. The radio show will certainly set out to produce 2 hours of flavoursome cultural beats, highlighting the reggae, ska, rocksteady and dub genre’s the heritage British record label is best known for:
Alongside the radio show, Carhartt interviewed its creator, Deadbeat a man who has been known for his very own version of dub-laden minimal electronic music for the past two decades as well as speaking to reggae author and Riddim magazine journalist David Katz and legendary British film director, musician and DJ Don Letts, to find out how they feel about the record company that once has punks dancing to reggae riddims.
When asked what Deadbeat thought the impact of a label like Trojan Records on the music scene today he replied “Incalculable. No Trojan, no UK/EU ska, no skinhead reggae, no UK steppers, no jungle, no hardcore, no Goldie, no 2-step, no dubstep, no Burial, no James Blake, no UK dance music as we know it – full stop. Jamaican music and sound system culture are the mother of us all and Trojan has been one of the primary promoters of those roots since day one.”
Key pieces of the Autumn/Winter 2018 18 capsule collection include a variety of BOSS sounds short and long sleeve tee’s, incense burners and a 7” record bag. The collection is available in-store and online now.