Grateful Dead Launch Exclusive Merchandise Range With Selfridges
GRATEFUL DEAD RELEASE EXCLUSIVE MERCHANDISE COLLECTION WITH SELFRIDGES AS PART OF ‘THE SELFRIDGES GARDEN CENTRE’
THE ‘SHAKEDOWN GARDEN’ COLLECTION LAUNCHES IN STORES AND ONLINE 21ST JUNE FEATURING UNISEX APPAREL AND ACCESSORIES
21st June, Today, Grateful Dead, the band behind the social and musical phenomenon, counterculture, and Dead Head fandom, release an exclusive capsule merchandise collection ‘Shakedown Garden’ with Selfridges as part of their summer creative concept ‘The Selfridges Garden Centre’.
Taking inspiration from the band’s tenth studio album ‘Shakedown Street’ and the recent rise in the popularity of gardening amongst consumers, the playfully named ‘Shakedown Garden’ collection gives the classic Grateful Dead aesthetic of tie-dye, skulls, bears and roses a botanical spin. Drawing upon designs from Grateful Dead’s classic imagery archive, and communicating the importance of sustainability to the band, the 16-piece range features apparel that uses organic blanks and vegan inks for any print work, debuting new artwork and exclusive designs for both dedicated Dead Heads and those after their latest fashion fix.
Evoking memories of the Summer of Love and psychedelia, the colourful unisex collection features t-shirts, hoodies, sweats, a knitted blanket, cap, mug, and an eco water bottle, plus a flowerpot and gardening gloves for those with green fingers.
“The Grateful Dead played England more than 20 times, with 20 shows in London alone, along with a few other shows around the UK throughout their performing career,” says David Lemieux, Grateful Dead Archivist and Legacy Manager. “Their first show outside of North America, more than 50 years ago in May 1970, was in Newcastle-Under-Lyme, and over the next 20 years they played some of their best live performances in England, including bona fide classics in 1972 and 1974. It’s a thrill to have the Grateful Dead with such a prominent presence in Selfridges. A retail institution with more than 100 of history is the perfect fit for the Grateful Dead, with their more than 55 years of cultural and musical history, and we’re all thrilled to be bringing the ‘Shakedown Garden’ collection to Selfridges.”
To celebrate the launch of ‘Shakedown Garden’, a special episode of ‘The Good Ol’ Grateful Dead Podcast’ has just launched, dedicated to the band’s history in the UK with several special guests including noted UK Dead Head Alex Allen and MOJO editor John Mulvey. Click HERE to listen to the episode ‘Over There: The Dead In England’ now.
Available from 21st June in conjunction with Warner Music Artist Services, the Grateful Dead X Selfridges ‘Shakedown Garden’ collection will be in store at Selfridges London and Manchester, and Selfridges.com, with prices starting at £25. At Selfridges London the Accessories Hall and store exterior is being transformed into the Garden Centre, a playful and sensory response to the boom in outdoor appreciation, as part of Good Nature, Selfridges’ creative theme for 2021. The Grateful Dead X Selfridges ‘Shakedown Garden’ collection will feature alongside gardening products, and a curation of fashion, lifestyle and beauty products, as well as other exclusive collections from brands including Prada and Ganni.
ABOUT GRATEFUL DEAD
Grateful Dead is a social and musical phenomenon that grew into a genuine American treasure. In 1965, an entire generation was linked together by common ideals, gathering by the hundreds and thousands. This movement created a seamless connection between the band and its fans. As the band toured, Dead Heads would follow. Not because it was a part of popular culture, but because it is a true counterculture that exists to this very day-one that earnestly believes in the value of its beliefs. By 1995, Grateful Dead had attracted the most concert goers in the history of the music business, and today remain one of the all-time leaders in concert ticket sales. Eventually, the caravan evolved into a community with various artists, craftsmen and entrepreneurs supplying a growing demand for merchandise that connected them to the music. Today, the connection is as strong as ever. The band was inducted into the Rock & Roll Hall Of Fame in 1994 and received a Grammy® Lifetime Achievement Award in 2007. Their final tally of 2,318 total concerts remains a world record. Grateful Dead recently celebrated their 48th top 40 album on the Billboard chart, a feat no other group has achieved.
ABOUT WARNER MUSIC ARTISTS SERVICES
Warner Music Artists Services is a 360 extension of Warner Music. As brand builders, Warner Music supports and builds the artist brand across global consumer touchpoints, from supplying and distributing tour merchandise, executing retail and licensing campaigns both high end and mass market channels as well as the build and management of our artists D2C stores.
Selfridges is thought-provoking, unconventional and fearlessly creative, Selfridges has always sought to do things a little differently. More than a shop, Selfridges is a social centre with sustainability at its heart, powered by imagination, curiosity and creativity. The only store to be named the Best Department Store in the World four times, Selfridges offers a shopping experience that promises to surprise, amaze and amuse its customers by delivering extraordinary experiences. The launch of Project Earth in 2020 marked a new chapter in Selfridges’ history – the start of a challenging yet vital journey to change the way we shop. The initiative builds on the industry-leading steps Selfridges has taken over the last 10 years to place sustainability at the heart of the business. Underpinning Project Earth is a commitment to Science Based Targets and to achieve Net-zero carbon by 2050, in line with the Paris Agreement.
Selfridges is committed to transforming the way we shop physically and digitally. From its in-house Cinema, restaurants and bars, skate bowl and extraordinary events calendar, to celebrating new and upcoming artists and designers, Selfridges has always been more than the sum of its products.
Founded by American entrepreneur Harry Gordon Selfridge in 1909, Selfridges is widely regarded as the first and best example of a modern department store. With his revolutionary understanding of publicity and the theatre of retail, Selfridges flourished under the direction of its charismatic Chief. Harry Gordon Selfridge’s spirit of innovation and creativity lives on through its owners today. Since 2003, W. Galen Weston and family have owned and operated the business, with four stores in London, Birmingham and Manchester and an international website delivering to over 130 countries. www.selfridges.com