Selfridges Birmingham welcomes retail collection by Kid Cudi
Selfridges recently welcomed Members of the Rage by artistic director, Kid Cudi. The brand's first retail pop-up is taking a six-week residency in the London Designer Street Room. Customers can explore and shop the debut collection in a space inspired by Cudi's own LA dressing room. The collection is available in Birmingham stores, and on Selfridges.com
“Ever since my first time in London, Selfridges has been one of my main destinations in town to shop. I remember coming into Selfridges several years ago and seeing Virgil's Off White, around the time it was getting started thinking how cool it would be to have my own brand in Selfridges one day. This is truly an honour and dream come true and I hope the presence of Members of the Rage brings a level of freshness that has never been seen in the store before”, said Mescudi.
Designed by Scott Ramon Mescudi, known as Kid Cudi, Members of the Rage is a Ready-To-Wear collection for outsiders everywhere, designed in Los Angeles and made in Italy.
“Members of the Rage started off as this idea for a movie that I want to write, and I'm probably still going to write it at some point. It's about a band of survivors that get together to stop an alien invasion. The survivors are like rebels- they're all outcasts from society,” said Mescudi.
The Selfridges retail space is designed by Alaska Alaska in collobaration with PlayLab, from an original concept by Scott Mescudi. A psychedelic landscape of astroturf and checkerboard pink walls is an irreverant homage to the designer's dressing room- a personal playground for fashion that affirms the joy of dressing-up, from morning to night.
“We are thrilled that Scott chose Selfridges as the retail launch partner for Members of the Rage, a brand that captures the spirit of the outsider, intersecting fashion, music and sub culture. The ethos of self expression and dress up makes for distinct addition to our offer.” says Bosse Myhr, Selfridges director for Menswear & Womenswear.
