Since its 2015 inception, the Los Angeles-based streetwear and lifestyle brand PLEASURES has been at the cutting edge of the intersection between fashion and alternative music culture. With an array of compelling pieces of apparel and designs that incorporate punk and rock aesthetics, PLEASURES has made for the perfect brand for artists to collaborate with — releasing lines the likes of Weezer, Joy Division, and New Order. Continuing on their mission to highlight their passion for music and eclectic influences from pop culture,  PLEASURES is now teaming up with ‘90s Britpop/rock legends Blur

Read more: Fashion designer Michael Ngo outfits the biggest queens and kings of pop

PLEASURES and Blur’s collaboration line, which dropped on Friday, Feb. 10, celebrates the anniversary of the U.K. quartet’s classic 1997 album Blur, which featured iconic songs such as “Beetlebum” and, of course, their major hit “Song 2.” The collection contains five items including a cardigan, hoodie, sweatpants, and a special “Song 2” T-shirt available in both white and black. And not only does the line commemorate the album release, it comes as the Britpop titans are set to make their triumphant return to the stage on Jul. 8 and 9 at Wembley Stadium in London, which will mark their first headlining performances since 2015.

With the clothing collection out now, AltPress caught up with PLEASURES co-founder and director Alex James to discuss the genesis behind the brand’s partnership with Blur, the importance of their cultural impact, and PLEASURES’ longstanding commitment to bridging the gap between music, design, and fashion. 


 [Photo by Quinn Dunziellas]

What is it about Blur's impact that was so inspiring to you and the brand, and what do you tend to reflect on often the most when it comes to their cultural impact specifically?  

For me, it was always the art direction. From Julian Opie to Banksy, to Garth Jennings and Nick Goldsmith — the band always portrayed a progressive aesthetic and vibe. 

This collaboration not only gives flowers to a celebrated band, but it is also going to expose the band's legacy to a new and younger audience. What do you hope the next generation takes from this and the band's ethos in general? 

I think the next generation can learn that a carefree attitude [coupled] with a genuine focus is a smart and creative way to present your art form. Blur represents that ethos to me. 


[Photo by Quinn Dunziellas]

From a design standpoint, what is it about the ‘90s Britpop era that still allows the art to be so captivating now nearly 30 years later? 

It was meme culture before the meme. Good art doesn’t have a timeline, it just gets better with age. 

What was the process like designing the pieces for the collection? 

The band and their management wanted us to focus on the self-titled album and the global impact of those songs. We sorted some vintage references and wanted to create pieces that never existed in the Blur universe. For example, we did a proper cardigan and some full-print sweatpants. 


 [Photo by Quinn Dunziellas]

Will you be at the Blur reunion shows at Wembley Stadium this summer, and if so, what are you looking forward to the most? 

Sadly, I can’t make it out, but I have some London friends who will be covering the show for us via the PLEASURES Instagram. It’s going to be an unforgettable show. 

Artist collaborations have always been integral to PLEASURES' history. How do you want to continue building bridges between fashion, design, and music going forward? 

We use PLEASURES as a platform to educate on what we think is cool. Music is at the core of our brand. It’s our universal language of love. We will continue to put on generations to come via live shows, playlisting, podcasting, social education, and quality merch.