Apparel brand BONDS has recently had a big image revamp and has gone from daggy to very cool. Its latest collab with Rolling Stone further proves the brand is so trendy it has gone rock n roll.
In a major collaboration with iconic Australian retailer BONDS, Aussie musicians from diverse genres and backgrounds have united for a cheeky twist on the classic charity underwear calendar in partnership with Rolling Stone Australia.
BONDS has now become the official underwear of Aussie musicians. Forget Calvin Klein; instead, our musical favourites are sauntering around in BONDS in this clever new campaign.
It does a few things; cements BONDS as cool, pushes its image towards a younger crowd and is just a clever collaboration.
You would also have to agree it is stealing from Calvin Klein’s playbook, which relies solely on celebrities to revamp its image and keep it cool and fun.
People loves Calvins because everyone from Kim Kardashian to Justin Bieber has done an endorsement deal with the brand, but now BONDS will have that same kind of clout. Who doesn’t want to wear the underwear Big Twisty is wearing?
A limited number of calendars are on sale now, with all proceeds going to the music industry charity, Support Act, the organisation that most supported the sector during the pandemic.
The emphasis on support is carried over into the calendar, which features a collection of loved musicians and music industry professionals, including John Nelson and Abraham Poni from Australia’s first African Australian-owned record label, 66 Records – a duo renowned for pushing the country’s hip hop and trap scene into a modern and more authentic renaissance.
Also featuring in the calendar are platinum-selling jazz and alt-rock musician Felix Riebl of the Cat Empire and reunited pop-punk trio Short Stack. Big Twisty, of funk and hip hop collective Big Twisty & The Funknasty, makes an appearance, as do the inner-city buskers turned globe-trotting folk singers The Pierce Brothers and Melbourne pub-punks Clowns.
The calendar will be released alongside an exclusive editorial series with Rolling Stone Australia, where artists shed light on the immense support provided by their network during their careers and lives.
Managers, roadies, and publicists are the music industry’s unsung heroes, and the Bonds X Rolling Stone Australia collaboration shares the spotlight with the legends who work tirelessly behind the scenes.
Shot on location in a retro-styled Melbourne house, each calendar image features the musicians and their “greatest support”—someone who has been beside them during their journey and career, helping to make the bad times good and vindicating their professional and creative decisions.
Rolling Stone Australia Creative Director James Di Fabrizio said: “To bring musicians together from all genres to share a message of support and raise money for artists in crisis was really important. I can’t count how many laugh-out-loud moments we had shooting this.”
The first fifty calendars purchased via the Rolling Stone Australia website will come bundled with a pair of Bonds’ Total Package™ undies, distinguished by their Total Support Pouch™, which separates and supports, ensuring neat downstairs organisation.
The Bonds X Rolling Stone Total Support Calendar will be released on Father’s Day.
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