Mike Dean Drops Eco-Friendly Merch With THIS IS YOUR BRAIN ON PLANTS
With the long-awaited release of Kanye West’s Donda out of the way, Mike Dean has turned his attention to his own work. Dean, an esteemed mixer and producer for industry heavy hitters like West, Travis Scott, Nas, and many more, recently sold out two shows at Los Angeles’s Echoplex, revealing a merchandise drop in the process.
Mike Dean and his record label M.W.A. stated that their merch was “created sustainably out of respect for //ALL EARTHLINGS and ecosystems. … We must protect //WHAT WE HAVE because //THIS IS HOME. And once our planet is dead, //WE CAN’T UNKILL it.” As a result, they decided to partner with THIS IS YOUR BRAIN ON PLANTS (TIYBOP), a Toronto sustainable collective, to produce the capsule. Shepard Fairey, who is known for his Obey portrait of Andre the Giant, also makes a guest appearance as he designed Dean’s 4:22 album art, which is featured on one of the tees.
TIYBOP describes itself as “disrupting the mainstream through socially conscious lifestyle, fashion, and art.” The brand seeks to make slow fashion and sustainable products more accessible and help develop a tight-knit community. Most fabrics take years to decompose, while also releasing greenhouse gases. Furthermore, the production of new materials costs thousands of gallons of water; roughly the amount of water consumed to make one T-shirt can keep a person hydrated for nine hundred days.
By opting for recycled fabrics, TIYBOP reduces waste and emissions, as well as conserving water. Lastly, it makes sure to work with local facilities to ensure that its ethics are being upheld. For instance, all workers involved are compensated fairly, as TIYBOP vets each supplier personally. As for the finer details, it also uses water-based inks and cotton tags to maximize eco-friendliness.
Each of the shirts in the drop are 100% GOTS certified organic cotton, which are all cut, sewn, and assembled in Toronto. Having the Global Organic Textile Standard (GOTS) verification means that all the materials are officially organically produced. It entails a strict criteria, such as prohibiting any chemical treatment. There are three shirts in the capsule, one depicting Earth, another showing the process of rolling a joint (humorously named how to make a hit), and one of Dean’s Fairey-designed album art. There’s also a sticker pack of Dean extending his middle finger, and digital copies of his albums, 4:20 and 4:22.
“It’s exciting to see someone with Mike’s influence and reach put the planet first. He really lives it – from his lifestyle, the Tesla that he drives, the song titles on his 4:22 album, and collaborating with us to make the most sustainable merch possible,” says Stacey Lee, creative director and co-founder of TIYBOP.
In other clothing news, New Balance launched Renewed, an e-shop for repaired NB apparel.