The Sidemen, a YouTube supergroup with more than 130 million combined subscribers, celebrated their 10-year anniversary last week. The group, which consists of best friends Olajide “KSI” Olatunji, Simon “Miniminter” Minter, Joshua “Zerkaa” Bradley, Tobit “TBJZL” Brown, Ethan “Behzinga” Payne, Harry “W2S” Lewis, and Vikram “Vikkstar123” Barn, came together in 2013 and have built a dedicated following over the last decade through their various challenges, sketches and video game commentaries.
In 2014, just one year after forming their group, The Sidemen launched SDMN Clothing, a label that represents the collective aesthetic of the entire collective through hoodies, jackets, tees and more casual and streetwear. This week, to mark their 10-year anniversary, The Sidemen have announced a collaboration between SDMN Clothing and Mattel’s Hot Wheels. Consisting of ten different styles inspired by the legendary Hot Wheels branding, the new range of t-shirts, jackets, hoodies and helmets features a unique dual-branded emblem with the famed Hot Wheels chequered flag and flaming logo.
Founded in 1968, Hot Wheels remains the number one selling toy on the planet with over 8 billion pieces sold, and while the brand has released clothing collections in previous years, this collaboration is significant as the toy brand’s first venture into streetwear.
SDMN Clothing x Hot Wheels is available from today at a pop-up in Hoxton Arches in London and will be available from the SDMN Clothing website from Sunday 29th October.