LOS ANGELES — Two years after introducing women’s casualwear adorned with words from songs by The Beatles and David Bowie, Lyric Culture is singing a different tune with a new line of men’s T-shirts, hoodies and scarves.
Launching this summer through an exclusive four-month distribution deal with Bloomingdale’s, Lyric Culture is offering $75 scarves twisted from slub terry and $162 double-faced cotton hoodies enhanced with pockets for iPods and metal trims shaped like treble clefs. There also are more than two dozen styles of short-sleeve crewneck T-shirts accentuated with rope-stitching embroidery, retailing from $63 to $79.
All garments will feature lyrics from 25 songs by Bob Dylan, Johnny Cash, The Beach Boys, the Rolling Stones and Queen, among others. Lyric Culture added its first collaboration with a contemporary artist, Rob Thomas, who contributed the hit song “Smooth.”
“A lot of the bands we work with, guys really relate to them,” said Hanna Schmieder, the Los Angeles-based founder and president of Lyric Culture.
Rather than making a larger version of a women’s style, Schmieder said her designers paid attention to the feel of the fabric and colors that men like. In translating the songs into artwork, the designers pondered what was going through a songwriter’s head when he penned a verse.
“When Bob Dylan is writing ‘Knockin’ on Heaven’s Door,’ he’s probably thinking of [the color] blue,” Schmieder said, referring to an azure-tinted hoodie screen-printed on the back with the ballad’s lyrics fanning out like the sun’s rays. “We’re never about taking a logo or album cover or the name of a band and throwing it on a T-shirt. We’re trying to create original artwork.”
In addition to the men’s line, which Bloomingdale’s will sell exclusively through September, Lyric Culture will launch a grouping for toddlers in August at the department store chain. Schmieder aims to later offer the men’s line to other retailers and eventually expand to women’s jewelry, handbags, footwear and swimwear.
“Music doesn’t have boundaries,” she said. “People relate to great music.”
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