Having previously worked with iconic streetwear brands such as BAPE, KITH and Stussy, Beats By Dr Dre has partnered with Daily Paper once again to create a special edition of Beats Studio Buds, with a campaign that features rapper Unknown T.
The details of these lightweight earbuds perfectly reflect the style also adopted in Daily Paper’s SS22 collection, strongly influenced by New York City's 80s and 90s hip hop and graffiti scene. "Music is one of the most important brand pillars for us as it brings our community together", says Abderrahmane Trabsini, Co-Founder and Design Director of Daily Paper. "Working with Beats has always been on our wish list of collaborations. It's also an extension of the current SS22 collection which is inspired by hip-hop culture".
The buds – which include innovative features such as quality Active Noise Cancellation and water and sweat resistance – champion creativity, featuring a graffiti-inspired version of the Daily Paper shield logo in red. The graffiti theme is also recalled in the charging case and the exterior box packaging, being covered with various black and red Daily Paper tags.
The multi-faced Ciesay from Faces + Places is the talent that directed the campaign film for the collaboration, which saw the participation of British-Ugandan artist Unknown T. The video follows the rapper’s journey towards becoming the man and rapper he is today, from scribbling his first lyrics to getting ready for a big show, sharing the story of his heritage and the environment he grew up.
The Daily Paper | Beats Studio Buds is already the second step of the creative partnership between the two brands after their collaboration with the Black in Fashion Council for the creation of a sustainable tie-dye pouch for Earth Day.
The Daily Paper | Beats Studio Buds will retail for £129.95 and will launch globally online and across Daily Paper Flagship stores in Amsterdam, NYC and London, on Thursday May 26 at 12 PM CEST.
Words by Agnese Picchio.
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