The music-fashion crossover rears its head yet again. The Thread Shop, the merchandising arm of Sony Music Entertainment, is launching a t-shirt collection dubbed Archive 1887, which will feature rare and behind-the-scenes photos, logos and ticket stubs dating back to 1887.
“We went down to the actual Sony archives, this crazy fireproof vault at sea level, in the basement of the Madison Avenue building,” said Matt Vlasic, The Thread Shop president. Bob Dylan, David Bowie, Jimi Hendrix — Archive 1887 has them all, including those photographed by famous rock shutterbugs Jim Marshall and Mick Rock.
“The music landscape has been changing in the last 10 years. HMV is out. Tower Records is out,” explained Vlasic. “How can we get the great music of Miles Davis and Thelonious Monk to the 12- to 18-year-old kid? You can’t cruise a cool record store anymore. They’re not in the iTunes top 100. This is how we’re going to get to them.”
To that end, the L.A.-produced cotton shirts, priced $20 to $24 wholesale, will include a hangtag with an online code that allows customers to listen to selected works from that artist. Also included will be a pewter skeleton key to symbolize, as Vlasic put it, “the unlocking of all this amazing music and cultural relevance.”