Diamond Supply Co. pays homage to the weighted legacy of Johnny Cash with their new Cash Collection, consisting of five short sleeve and three long sleeved tees, three hats, two hoodies, two enamel pins, stickers, and a deck.
Skateboarder and Diamond Supply Co. brand ambassador, Eli Reed, sits at the helm of the collection's lookbook. Reed serves as the lookbook's art director, while also starring in it.
The visual treatment leads us to Casitas Springs in California, where Cash lived out one of the most notorious periods of his life. Reed captures his own perception of Cash as a "helpless romantic" with motel rooms and the American landscape serving as the backdrop to the collection.
Founder and owner of Diamond Supply Co., Nick 'Diamond' Tershay spoke on the collection, saying: "Diamond is a skateboarding company and it started rebellious like 'we don't give a fuck about anything and all we want to do is make product we want to make.' And I feel like Johnny Cash just made music that he wanted to make. It wasn't like anybody else's. He has his own style just like Diamond has its own style. That's the way he liked, it and so do we."
A series of one-night-only performances in London by Jamie Isaac and the five-piece band Childhood will individually prepare cover versions of Cash's classics to bring the collection to life.
The Diamond x Johnny Cash collection is set to release worldwide on February 23 via Diamond Supply.