I have been documenting the meteoric rise in popularity of electronic dance music (EDM) and written a number of times about how EDM beats have thrust to the epicenter of NYC nightlife. Now, Lavo’s Richard Wheeler is launching a brand that elevates EDM-chic beyond neon tank tops and furry boots, and provides beat-seekers with fashionable clothing perfect for a night at a club – or a festival weekend. Wheeler has been soft-marketing the line, HOUS, for a bit, but the website goes live tomorrow, finally making it available for cool kids everywhere.
HOUS’s Facebook page will function as a central resource for fans of the line. Everyone who likes the page is automatically entered into monthly swagger contests, ticket giveaways for HOUS events and various other freebies and goodies. On Tuesday, November 22nd, one Facebook fan will win one of every HOUS T-shirt style; all you have to do is like the page to have a chance to enter.
Wheeler’s sartorial take on EDM is fresh, and already a plethora of familiar faces, from Steve Aoki to Calvin Harris, have sported pieces from the line. Do yourself a favor and be an early adopter for a fellow New Yorker, because HOUS is guaranteed to blow up.
What inspired you to start a clothing line?
If you like skateboarding, you have a brand to wear, MMA you have a brand to wear, hip hop… The list goes on, but what about EDM? The most exciting and fastest growing genre there is today. Think about it… There are no brands that you can go to share your love of the music. I found it incredibly frustrating and decided to do something about it. So I did.
Have you ever dabbled in design before?
Yes, most of my life since graduating with a degree in Fashion Design I have been involved in design.
Where do you get inspiration for your designs? Lavo patrons? DJs? Music in general?
It was standing at the door of LAVO that inspired HOUS. Inspiration comes from everything surrounding me: Music, DJs, friends, events, conversations; in one’s lifestyle always keep an open mind because ideas can come from anywhere.
Do you have any plans to expand the offerings of HOUS?
I already have a thousand ideas; it will be hard to stop me!
Have you partnered with anyone in the music business to work with you on HOUS?
I have been blessed with phenomenal interest and shared excitement by many people in the music business. I prefer to let time tell the story.
The big question: if someone is wearing a HOUS design, will they definitely get into Lavo?
Ahaha!! Doormen are complicated. It could only help right?
Any one DJ that you would love to have wear a HOUS design?
I’m going to have to give you a rubbish and boring answer here! But a true one: there are so many DJs I like for their style and sounds, it cannot be just one.
If you could collaborate with any designer, who would it be?
Something with Yohji Yamamoto, Vivienne Westwood would be fun; that’s a party! Converse would be right for footwear; I have a few ideas so watch this space!