Kid Cudi Launches Members Of The Rage At Selfridges
Selfridges welcomes Kid Cudi to its famed London Designer Street Room for the launch of his Members Of The Rage collection. Setting up with a six-week residency in the London Designer Street Room, the unique space was inspired by Cudi’s own Los Angeles dressing room.
“Ever since my first time in London, Selfridges has been one of my main destinations in town to shop” said Cudi, who also goes by Scott Mescudi, of the launch. “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 l the presence of Members of the Rage brings a level of freshness that has never been seen in the store before.”
Designed by Mescudi in Los Angeles and made in Italy, the debut collection for Members Of The Rage is a bold, rebellious reinterpretation of streetwear with influences in 90s grunge and hip hop. “[It] started off as this idea for a movie that I wanted to write, and I’m probably still going to write 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,” says Cudi. “I’m inspired by misfits… it’s in my DNA.” The logo, designed in collaboration with Nigo, features a gamer-style UFO.
The grunge elements of the collection come as no surprise; “Kurt has always been an inspiration. I try to use him as my muse whenever I can,” Kid Cudi told GQ a few years ago. This collection features a replica of Kurt’s famous destroyed striped sweater and a floral tea dress – referencing Cudi’s Cobain-inspired Off-White dress for his SNL performance. Set in a vibrant, unapologetic colour palette, Members Of The Rage blends vintage outcast subcultures with a bright, futuristic element.
The space, designed by Alaska Alaska in collaboration with PlayLab, was based on an original concept by Mescudi. An homage to his own dressing room, the space embodies a psychedelic landscape of astroturf and checkerboard pink walls, “a personal playground for fashion that affirms the joy of dressing up”, the press release tells us.
“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 subculture. The ethos of self-expression and dress-up makes for a distinct addition to our offer,” says Bosse Myhr, Selfridges Director of Menswear & Womenswear.
Members Of The Rage is available at the London, Manchester and Birmingham Selfridges stores and online at selfridges.com
