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Going to EDC? You'll Want to Wear This Insomniac Apparel

Insomniac x EDC
Courtesy of Insomniac

Insomniac x EDC

You go to EDC to see performers, obviously -- you’ve probably committed that insane line-up to memory by now -- but just as importantly, it’s a place to be seen. And Insomniac, the dance music and experience company that’s responsible for staging all your favorite festivals, is making sure you look your best when that happens -- with the drop of festival-going merch, done in collaboration with designer and artist Rick Klotz. 

“In the early days, there was a synergy between dance music and culture, whereas now I don’t really feel that culture is being reflected in fashion like it used to be — my vision was to make that into a reality,” says Pasquale Rotella, CEO and founder of Insomniac.

It certainly felt like it was written in the stars -- he and Klotz met completely by happenstance. Klotz’s name kept coming up in Rotella’s research, until one day, Rotella was listening to an interview with Klotz in his car, when he happened to see Klotz bike across the intersection. He pulled over and introduced himself and that was that.

Together, they zeroed in on an aesthetic that not only celebrated Los Angeles’s dance music culture, but fused throwback ‘90s styles with modern rave fashion, drawing inspiration from the original Second Summer of Love in 1988, through Summer of EDC smiley face caps and fanny packs and ‘60s-inspired garden-print pieces.

“For the first collection I was inspired by the exuberance of attending an EDC festival; I wanted this to come across in the vibe and colors of the line,” Klotz goes on to say, naming the garden prints, the smiley faces, and the nylon elastic waist EDC logo shots as just a few of his favorites. “There's a new EDC daisy logo being introduced on various items. Rainbows are a big theme this year in items ranging from tees to hats to accessories, and we've taken the traditional camouflage and reinterpreted it in neon colors in various pieces.”

Other notable shout-outs: a tongue-out smiley face mask, shroom-strewn caps, rainbow-striped tanks, and for the neon-phobes, a subtle EDC-branded hoodie.

“There's nothing like it that I'm aware of—there's event merch and then there's what we're doing,” Rotella says. “This is not something just for people in the dance music community. It’s for anyone who wants fresh, dope clothes.”

The EDC 2017 collection is available now (prices range between $7 for a lanyard and $80 for a hoodie) at insomniacshop.com.

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