“Most days you’ll find me in a flannel shirt”: When DJs try fashion

There are some dance music personalities with a sense of style us commoners can aspire too. Take the perma-black-clad duo Justice, who back in 2008 teamed up with Parisian designer Surface To Air to release a carbon copy of their black jeans and leather jacket uniforms. The Gaspard-and-Xavier-approved range is still a big seller. In fact, the French dance music scene has produced a fleet of fashion tastemakers, among them the Bromance dream team of Gesaffelstein and Brodinski, the latter losing some points for his occasional flak jacket chic.

Then there are sharp dressers like Tiga, who turned up in H&M Fashion’s Against Aids campaign, Diplo (if he can bear to keep his shirt on), The Magician, Yuksek, Sebastien Tellier, Matthew Dear…the list goes on. Two of techno’s leading innovators, Jeff Mills and Richie Hawtin, have also launched their own fashion projects.

Two names that might not be top of mind in the style stakes are Tiesto and Avicii, but the Stereosonic headliners are the latest DJs to sign up for lucrative fashion endorsements. It’s testament to the Stateside ‘EDM’ zeitgeist that the clothing lines are both American institutions: GUESS for Tiesto and Ralph Lauren for Avicii. Tiesto is set to collaborate on an ‘EDM-inspired’ fashion line that’ll be debuted in October. “I’ve had GUESS clothing in my wardrobe for years,” the Dutchman dutifully says in the press release, while also revealing he’ll be doing “branded performances” around the world.

There’s something more amusing about Avicii’s spiel, though: “I express myself through my music and what I wear. Most days you can find me in jeans and a flannel shirt, so to me, Denim & Supply Ralph Lauren fits my lifestyle and aesthetic.” Ker-ching.