A Halesowen fashion firm is collaborating with the legendary Cafe Mambo in Ibiza which means its T-shirts could be seen on top acts like Fatboy Slim and Groove Armada this summer.
Seventyseven, run by Birmingham City University graduates Iain Mitchell and Neil Fisher, came to the attention of Cafe Mambo after the venue started stocking its designs in its own clothing boutique attached to the club.
Cafe Mambo, which every summer plays host to top international DJs like Pete Tong, Roger Sanchez and Paul Oakenfold, liked the designs so much they commissioned Seventyseven to produce T-shirts for staff at the venue to wear and to hand out to the DJs playing in the club.
The heavily music-influenced clothing label stocks its jackets, T-shirts and denim in more than 60 independent stores around the UK.
But it is hoping its latest contract win will help it get its range into department stores as well.
Iain Mitchell, one of the owners of the firm, said: “We worked with Cafe Mambo last year and that went so well that they have got us back.”
“Any DJ they have playing there, they tend to hand out our T-shirts, and staff will wear them as well.”
Mr Mitchell said Seventyseven had been going for about seven years, with the two friends deciding to set up the company when they graduated with the help of a Prince’s Trust grant for its first trade show.
He takes charge of the design element of the business and Neil Fisher handles the marketing side.
“We have been going about seven years now, selling mostly in independent streetware shops and we have also got our own online store,” he said.
“But we are just now trying to make the leap up through trade shows to go into department stores.”
Mr Mitchell said the Cafe Mambo contract had sparked interest from magazines such as DJ Magazine and Mixmag, which should help boost its profile among music fans and clubbers.
Its founders say Seventyseven has evolved out of music culture, citing inspiration from a variety of genres including punk, hip hop and house music.
For its Spring/Summer collection, it has brought out a military-influenced utility jacket as well as knitwear and retro style polo shirts, alongside its range of graphic print-based T-shirts and hoods.
It has also just launched its first ever ladies capsule collection.
The label puts out two full seasonal collections a year, plus mid-season injection ranges.
Its designs have been spotted on a range of celebrities, including Andy Cato from dance act Groove Armada, who has been photographed wearing the brand’s smiley face T-shirt.
The label has also popped up on TV programmes like Skins and Hollyoaks.
