55DSL Presents their 10.55 collection in Soho

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Story by Petite Anglaise

After the show there’s the after party, but before the well awaited party there’s the Tee release. More specifically, the spring collection debut for 55DSL aptly called the 10.55 collection.  But before your pack your faux leather travel bag for the subway trip downtown, let me enlighten you on this historic line. 55DSL is the offspring of the much celebrated Diesel line. Yes that Diesel.  Their slogan “live at least 55 seconds per day” correlates into the urban driven designs, eerily reminiscent of fed tax return aesthetic. But that’s where the similarities stop. The line differentiates itself from other lifestyle brands by collaborating with corporations and forgoing the ever trendy celebrity endorsement. Addidas, Yoox, Complete Technique…55DSL has been there and designed that.  As for this new collection, 55DSL continued the practice of reigning in the best talent in the industry, hoping to keep their post as one of the most innovative brands to date. The 10.55 collection is available to the public March 18 at 55DSL Soho, New York Flagship store.

Is your closet filled with lame t-shirts? Do you want something exclusive and limited edition? The 10.55 collection by 55DSL has just what you’re looking for. The 10.55 collection began in 2008 to showcase the talents of new and established graphic designers. This spring 2010, 55DSL asked a few of the most talented photographers in the world to create the seasons must have t-shirts. As well as keeping with the tradition of having the best graphic designers create original designs for the 10.55 spring collection.

Rony Alwin- California based photographer who is known for setting up photo booths inside clubs and bars.
Available at http://uristocrat.com/tag/alt-j/, the 55DSL store (281 Lafayette St.), as well as 55DSL retailers.

Want to touch, feel and even purchase the new collection, join us on March 18th from 5-8pm to see the entire spring collection at the 55DSL flagship store on 281 Lafayette St. in Soho. There will be a DJ to keep you moving and refreshments served to keep you in good spirits. Also if you purchase one of these exclusive tees you will receive a free gift…Sounds pretty good doesn’t it?

55DSL Collection Flyer