If you visit the merch booth at Beyond Wonderland this weekend, you might notice a few new looks on the racks. For the past few months, we’ve been busy reimagining our entire line of products, treating them with a style that celebrates Insomniac’s storied legacy in dance music culture and its L.A. roots.
To help bring this new vision to life, Insomniac Founder and CEO Pasquale Rotella recently enlisted iconic designer and artist Rick Klotz as the Creative Director of Merchandise here at Insomniac HQ. Together, the two combed through an endless collection of sketches and ideas to shape the aesthetic of this creative collaboration. Our fresh vogue now boasts a modern mishmash of throwback trends and future looks, combining elements of rave gear, festival threads and street style.
Klotz and Rotella have been working tirelessly to launch our latest lifestyle and clothing division, which officially kicks off with this year’s Beyond Wonderland SoCal merch collection. And with the launch comes an all-new online destination for your shopping needs: the Insomniac Shop, the central hub where we’ll debut all our latest looks and products and where we’ll host exclusive limited festival collections, as well as Insomniac goods all year round.
As we kick off our new looks, we chatted with Klotz and Rotella about the fresh artistic direction Insomniac is taking in revolutionizing the merch world and becoming the leaders of the style.
What can you tell us about the new Insomniac collection?
Klotz: The new Insomniac brand is reflective of our long-standing heritage in dance music culture—which dates back to the early ‘90s, when Pasquale was involved in the underground and warehouse scene in Los Angeles, from which Insomniac launched in 1993. I also have a history in the style aspect of the culture dating back to 1989, when I started my first clothing company, Freshjive. There’s a long history of influence and inspiration behind both of our respective paths in this culture. Besides the era from 1989–1993, when there were solid lifestyle brands emanating from this scene, there really hasn’t been much of a movement since. What we’re doing is establishing Insomniac as a lifestyle brand inherently embedded in its own culture.
Having seen rave fashion evolve throughout the decades, what do you think the future of rave image and style holds for the next generation? What is Insomniac’s role in this ongoing transformation and evolution?
Klotz: The future of style related to rave and party culture will always be in constant flux and mutation, just like the music from which it was born. Insomniac, with its long history and dedication to this culture, is on the cusp of being the leader of the style as well.
Rotella: Rick leading this department is a longtime goal turned reality—not just for me, but for the scene. I still don’t think he fully understands the impact he had on dance culture in the early years, and it’s great to have him back. When you’ve got people involved who know their history and where certain styles originated from, you’re able to create something very unique and special. We always want to keep people guessing as to where we could go next, but we never forget where we came from.
Get a sneak preview of the Beyond Wonderland SoCal 2017 line below, and head over to the Insomniac Shop, where you can pick up our latest threads and gear.
Read our full interview with Klotz and Rotella over at Insomniac.com.
Tickets for Beyond Wonderland SoCal are available now.