Ron Herman now provides Invisible DJ compilations created to match the European sophistication-meets-California cool clothes on the racks. With Ron Herman's blessing, full albums from Invisible DJ artists also are available in the store.
"I think music and fashion go hand in hand. It's great to see people buy a Lanvin sport coat and Ann Demeulemeester pants and pick up a few CDs they haven't heard before. It's like discovering a new fashion and discovering new music," says Brooks, the key men's buyer for the store.
The Ron Herman-branded compilations feature Invisible DJ acts such as Seems So Bright along with other signed and unsigned acts from New York, Los Angeles and London. The full albums for sale include the label's latest find, Mighty Six Ninety, discovered by Brooks' partner, Jeremy Wineberg.
"The label is really aesthetic driven, so it's high on visuals and high on taste. It's about what's next," says Brooks.
This casts Brooks and Wineberg, the twentysomething promoter known for celeb-studded parties, as the tastemakers. "Major record labels are kind of looking at us as scouts now," says Brooks, who counts Chester French as a success story. Discovered by Invisible DJ, the duo that made music out of a Harvard dorm room just signed with Interscope.
When Juicy Couture wanted its own line of mood music for its stores, owner Gela Nash-Taylor called upon Invisible DJ. "It's really taking the environment home with the customer. It's the essence of the shop," says Brooks of the compilation, due next week in Juicy stores worldwide. The indie blend with a rock 'n' roll edge includes a solo from Duran Duran's John Taylor, who is married to Nash-Taylor, along with offerings from Mighty Six Ninety, Chester French and Uh Huh, fronted by actress Leisha Hailey.