Live Fast Die Young (LFDY) makers’ “overproduced goods” ended up in Kenya, where they were sold without commercial rights. Earlier in the week, the Düsseldorf streetwear brand released a video for its new ‘No Investors’ campaign, in which LFDY shared their reaction to it.
The focus is on 18-year-old Gor from Nairobi, who was identified as a dealer in LFDY pieces on the Instagram social media platform. Instead of taking legal action against his company, the brand decided to meet and get to know him. The result: Gor and his friends were involved in planning the shoot for the current summer collection, which will be released on June 24th.
It is currently not clear whether LFDY took action against the producer who put the goods into circulation.
LFDY supports creation of own brand
“We were amazed by the passion they put into their work, by the love we share for the brand and by the urge to create something new,” it said from Düsseldorf.
That’s why LFDY wants to support the young creative people to found their own brand and takes over the production of the first 1000 T-shirts. The proceeds from the sale of these products will flow directly into the new brand.
Watch the full video about the visit to Nairobi and the campaign here.
Video: LFDY via YouTube
FashionUnited has reached out to LFDY for comment.