The Autumn/Winter 2022 season has seen us team up with South London drill artist Kairo Keyz and super producer Michelin Shin to create MILEAGE - first ever music video / fashion lookbook to launch part one of the new collection.
The ground breaking lookbook / music video entitled ‘MILEAGE’ ties in Kairo Keyz and producer Michelin Shins’ new single of the same name and sees the artist wearing a number of looks from the new AW22 drop. The visuals filmed in London’s Finsbury Estate, Clerkenwell by acclaimed director Craig Capone, whose recent cuts include Headie One, Ms Banks, KSI and Bugzy Malone, capture the crew on set with a visual style chopping between digital, film and classic VHS to give the production a unique fashion vibe whilst staying true to the music video sentiment.
KING has a rich heritage in supporting UK music talent and this collaborative project gives insight to the parallels between our distinctive street style and cultural reputation and London’s coveted music scene. The “MILEAGE” video - entitled to signify our skin in the game and long-standing position as a major lynchpin in UK streetwear, is the first part of a wider fashion and music content series whose aim is to highlight the close ties between the creative industries, bringing together diverse talent from fashion, music and film and keeping London’s cultural reputation at the forefront.
Tim Hoad, KING’s owner and co-founder said of the project, “KING have always passionately supported and celebrated artists and creators from the UK scene and this project demonstrates just how intrinsically linked fashion and music are, and that when we work collectively, the UK and London leads the way as the global creative capital.”
Music video director, Craig Capone added, “We’ve created a video that immediately separates itself from the trends within the drill genre of music. A visual that, when clips are seen on social media, people can’t help but be intrigued and want to investigate further. Something different.”
The collection itself provides an elevated choice of streetwear styles again produced on our own manufactured and dyed fabric yarns across cut and sew custom patterns. Stand out pieces include 360gsm heavyweight brush backed fleece tracksuits, combed cotton jersey t-shirts and our signature headwear pieces, widely considered the best in the industry.