Born out of the pure energy of Berlin techno music and the daring creativity of clubbing, the 44 LABEL GROUP brand is more than just a fashion label: it is a cultural revolution, born out of Max Kobosil's flair. Kobosil, enfant prodige of international techno and first DJ resident at the legendary Berghain at a very young age, has turned his connection to clubbing into a success story that continues to evolve. Since its debut, the brand has established itself as a new meeting point between music and fashion, with an aesthetic that reflects the underground soul of the techno scene and metropolitan subcultures.
The origins of a brand rooted in the community
The birth of 44 LABEL GROUP has its roots in Neukölln, a Berlin district where Kobosil found his artistic and cultural identity. ‘44’ is the postcode of Neukölln, a tribute to his home and the community that raised him. The brand idea took shape with the support of Claudio Antonioli and his Dreamers Factory, a creative workshop in Milan, which gave Kobosil the means to take his vision to a more ambitious level. The meeting between the DJ and Antonioli was fortuitous, but decisive: both passionate about art and music, they immediately found an understanding that allowed Kobosil to transform its merchandise into a fashion project with an international scope. From simple merchandise created for fans in his mother's kitchen, 44 LABEL GROUP quickly climbed the heights of underground fashion, finding space on international stages and instant sell-outs with each new collection. Today the brand is a symbol of belonging for a community of fans who find in its garments the expression of a shared and rebellious culture.
FW24: A collection that lives to the rhythm of techno
The Fall/Winter 24 season represents a turning point for 44 LABEL GROUP, which confirms its identity with a powerful collection entitled ‘Dying Sun’, capable of speaking to a new generation. Under the creative direction of Kobosil, the FW24 garments were unveiled in a breathtaking campaign shot by photographer and techno scene icon Sven Marquardt. Shot at New York's Knockdown Center, a venue with an industrial charm that resonates with the brand's essence, the campaign captures the essence of a night where fashion and music come together, with Kobosil's label DJs starring in the background. Marquardt, one of the most influential figures in the techno scene for over three decades, has captured the FW24 collection in a series of black and white shots that celebrate the raw, authentic side of clubwear. The choice of models, belonging to the same culture they live and breathe every day, brings authenticity to the entire campaign: each image conveys the power and fascination of the techno community, a world of strong emotions, ties and freedom.
FW24 aesthetics and garments: the perfect combination of functionality and style
The FW24 collection by 44 LABEL GROUP is a tribute to the functionality and raw-aesthetic of clubbing culture. Oversized items, robust materials and a focus on versatility make each piece ideal for those who live the night and want an authentic look. Cargo trousers such as the Marble Trianon and the Trianon Jogger, one in canvas and the other in soft fleece, are matched with relaxed-cut T-shirts that sometimes feature graphics and prints inspired by the rhythm of electronic music, to name but a few, the Doping Tee, with graphics on the back and embroidered logo on the chest, the Guestlist Tee, essential, strictly black and with a macro print on the front in red! For the more daring on the other hand, it is impossible not to mention the mesh t-shirts with long sleeves, the Rotten Longlseeve with all-over tribal print in red and the Classic Longsleeve, total black with embroidered logo on the chest. Not to be underestimated is the outerwear: the classic Ma-1 bomber jacket is transformed into the brand's iconic and carry-over Profiler Bomber, which stands out for the metal pull on the sleeve pocket, and the Riot Zip Hoodie, a sweatshirt with a metal zip and mask hood, useful for protection from the cold, but also for maintaining anonymity in the most underground clubs! Last but not least, accessories and footwear: caps with visors and balaclavas, functional and representative of the 44 Label Group aesthetic, and trainers with exaggerated proportions, such as the Symbiont 2, once again total-black. All this and more can be summed up in a wardrobe made to last, conveying Kobosil's artistic and personal messages, challenging the codes of formal wear and giving space for individual expression, perfect for moving to the rhythm of the beats and the cities that never sleep.
Part of a community and standard-bearer of a culture
In short, 44 LABEL GROUP is not just fashion: it is a movement that embraces anyone who wishes to express themselves beyond conventional boundaries. The collections are not just fashion pieces, but symbols of belonging for those who live and breathe the energy of electronic music in its infinite nuances. Kobosil and Claudio Antonioli's project continues to push the boundaries between fashion and music, proposing an immersive experience that involves anyone who comes into contact with the brand. For those looking for something more than just clothing, 44 LABEL GROUP is an open door to a global community, a family that shares the same passions and rhythms. And with the latest FW24 collection, we dive into a world where every thread, every beat and every shot tells a story of unity and creative freedom. Anyone who chooses 44 LABEL GROUP knows they are wearing more than just a garment: they carry with them the identity of a culture that evolves and expresses itself without any limits.
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