Thursday night saw the launch of Ben Sherman’s second edition of its Very Important Plectrums initiative. Musical heroes and revered scenesters are donating plectrums to be auctioned to raise money for the charities Trekstock and Lifebeat.
The auction starts on the 29th May but the project is kicking off with private gigs in London, New York and Berlin. The first gig at Shoreditch’s XOYO was memorable for the palpable hype and anticipation that a two hour wait for hip hop royalty tends to induce. When hip hop legend Mos Def finally took the stage the reason for the marvel created was three fold; a blinding set of new and classic material, unquestionably slick yet rocking style (a pillarbox red shirt, navy tie and his trademark 1950s hand held mic) and the electric atmosphere caused by such an (unusually for him) intimate gig.
Image courtesy of Marc Sethi http://www.marcsethi.com
It would be criminal not to also mention the support band; Kill It Kid, as this three piece astonished us all by their nonchalant acoustic set up that suddenly made our jaws drop when their incredible rasping and growling voices came belting out over the bluesy rock.
Ben Sherman have managed to build a synonymous relationship with the music industry and that has consistently fed their ‘Carnaby street/Mod heritage’ image but sources claim the brand is looking to take a different direction and inject some of the current ‘sartorial british’ trend into their image. The Plectrum collection that accompanies VIP suggests that the brand has really thought about how to style and layer up individual pieces to create what they describe as an ‘Englishman in New York’ look. Their press release uses fantastic phrases such as ‘discerning, well-travelled gentleman, curious and intrepid in his quest to discover the foreign and the fascinating’ to explain the story behind their new man. The lookbook images are not available yet but will post them up soon.