Morphine Generation

Garage Brand

L.A. label Morphine Generation debuts its rock-steady style

Now that neo-garage bands are electrifying mainstream music with a punk-rock sound, musician Erik Hart and photographer Elliot Hans are striking the right note by designing L.A.'s Morphine Generation. Their new line of polos and tees turns the ‘70s ethos of sex, drugs, and rock ‘n’ roll into a design mantra. Hand-screened with slogans like ABANDON ALL ART NOW, the tattered cotton shirts look not just lived in but worn out and a little angry. The 24-year-old designers cite David Bowie and Iggy Pop as having influenced their clothing styles and musical tastes, especially when it comes to the aggressive post-punk sound of Hart’s band, Suicide Club.

The design duo met at age 14 and shared the pivotal “I wanna be a rock star” epiphany. Their original band dissolved but the friendship lasted. Eight years later, they started experimenting with design—spray-painting, and cutting tees to properly outfit Suicide Club as they started to play the L.A. club circuit. Last year, demand from friends and fans led them to launch their line, which Sunset Strip’s H. Lorenzo began selling this spring. The collection hangs in boutiques from New York to Japan and has been seen on Tom Cruise, Brad Pitt, and Paris Hilton. “We’re young and we’re hungry-it’s the only way to be,” Hans says. Spoken like a true rock star.-S.C.