London’s Grime scene is largely responsible for making global brands like Helly Hansen and North Face legit for once. So it only makes sense that London artists have started designing their own attire. Circadian Rhythms is the London concept label that’s just launched its very own fashion line of monochromatic clothing and accessories with the aim of going against the increasing corporatisation of culture. Through their co-operative structure they’ve created a record, clothing line, music video and website. And because they outsource manufacturing to friends and local businesses, the income is to be shared among the artists involved, and not big corporations like Red Bull (whose CEO plans to launch a right-wing news site).
We spoke to label co-founder Luke Dubuis (who performs under the stage name Blackwax) about how crucial it is to nurture local scenes, and Grime’s widespread endorsement of Labour leader Jeremy Corbyn.
What does this venture into clothing mean for you?
Circadian Rhythms is a deeply personal project, but at the same time it’s not. We’re a collective of artists working together to address numerous problems in the music and fashion industry. As a group we are increasingly concerned by the lack of forward thinking in cultural spaces. Technology is often talked about as something which has liberated artists and creatives – and while this is true, it has created more voids and spaces for corporate interests to fill.
Artists have little choice but to work with “brands” or corporations in order to survive financially – and this has become true with almost all creative industries. Through creating limited, high quality physical objects such as clothing, records and events, we see an opportunity to create an eco system which can support our output while empowering our local communities, all the while without having to rely on corporations which propagate structures we are fundamentally at odds with.
How would you describe your relationship with fashion?
Our relationship to fashion is as outsiders. The group is made up of musicians and designers who reject the dogma of industry. We are largely opposed to concepts of mass manufacturing and fast fashion. We want to produce a limited range of specialist items, rather than a plethora of generic items that are mass produced at low cost. We are in close contact with our manufacturers allowing us to have complete control over the end product and the way it is produced. All leftover materials are stockpiled for future releases in a plea to promote sustainability. We want to set an example for other up and coming labels, not to jump into the common trend of a printed T-shirt or hat, just because it’s cheap, easy and played out.
What are your thoughts on the recent support for Jeremy Corbyn by fellow grime artists like Jme and Novelist?
It’s not surprising. Artists from the grime scene fundamentally understand what life is like for millions of people in the UK – as does Jeremy Corbyn. Under the current conservative government’s harsh austerity measures, we’ve seen real wages down 10% while the super rich minority literally doubled their wealth. This hasn’t been by accident: Theresa May and her party have cut taxes for corporations and the very wealthiest in our society while selling off our public services and destroying welfare state.
Millions of people rely on food banks to feed themselves and their families, millions are one missed pay check away from living on the streets. In places like London where many of these artists are from, it’s almost becoming impossible to live unless you’re on a serious wage. Why should people have to choose between food and rent in the 6th richest economy in the world?
There is a growing understanding that wealth must be distributed fairly and at this moment, only a Labour party with Jeremy Corbyn can give us a chance of that happening. I’m really happy that the grime scene is being vocal about this issue. The Youth vote is truly what can turn things around for Corbyn and Labour, so it’s vitally important we get people registering and voting.
Scroll through the images below for a closer look at Circadian Rhythms’ first collection
For more information please visit circadian-rhythms.com