The line is based on ironic and provocative slogans and sayings by DJ and artist Howie B. In addition to featherlight cashmere T-shirts emblazoned with satirical or political references, there are Japanese Kurabo denim pants in black, white and denim blue. The three main clothing groups are: Logo, with tops featuring the symbol of the new label, a black sheep; Waist, with tag lines such as "Waist Watchers" or "Waist of Time," and Vegetables, with prints of sprouts, tomatoes, eggplants and radishes on T-shirts and tops. Neither price points nor distribution plans have been set yet.
There are also colorful cotton canvas sneakers with frayed edges, and even a limited-edition sneaker, in golden mock reptile and black, packaged in a gold-colored box.
"This is a tongue-in-cheek collection that asks questions and advertises social ideas," said Howie B.
The company also produces the more sophisticated and experimental line Fornarina Vibe, designed by French graffiti artist Miss Van, and Shoeroom, a fast-fashion brand and retail concept.