I Heard They Eat Cigarettes

I was ridiculously stoked and keen-as-beans to work with Melbourne label I Heard They Eat Cigarettes recently, as the fierce and fresh street label take on Asia to join their army of lace'n'leather ridden style junkies. I Heard They Eat Cigarettes is sex, lust and vivacity stitched into garments that are laid-back and cool; street style that isn't superfluous but always has a certain presence about it. 


Founder and designer Chris Brooks, was telling me about how influence is transported from certain eras, reviving the best bits of retro street style - fuck yeah . The label's bloodline was born in the 70s skate & surf scene in California as well as British punk circa Sex Pistols - Hnnnng! Perhaps that's the most badass thing about I Heard They Eat Cigarettes, that it's born out of influence from an era of pervasive influence through art, music, film, and culture beyond comprehension. Substance: it's a fucking powerful trait to have been blessed with, don't you think?

Frothing over those black lace ankle boots until a magic money tree grows in my garden. What's your favourite piece?