Cotton On has tapped founder of New Zealand sneaker store Sole Merchants Dan Tupara to come on board as creative consultant of a new urban streetwear range for men.
The collaboration has also enlisted fashion and culture platform Hypebeast to launch the range.
The collection, 'Among Equals' encompasses a curated range of longline tees, fleeces, bomber jackets, drop crotch bases and utility outerwear inspired by 80s hip-hop and 90s skate culture.
Cotton On menswear trend director Craig Webb said that the range breaks its traditional menswear offering.
“We’ve wanted to pull together a collection like Among Equals for a while now.
“Across our core ranges, we’ve always had fits and styles that speak to this look but with the launch of among equals we have created an authentic streetwear experience for the customer”.
Speaking about his role in the collaboration, Tupara believes the range is a nod to some of New Zealand's gritty subcultures.
“For me, New Zealand is the home of Among Equals and so much of our current culture is rooted in this urban inspired, design aesthetic.
“Having the opportunity to be part of a team with so much skill, experience and enthusiasm for the project has been an amazing experience and journey.
"It has been a dream role and I am excited about what the future holds.”
The collection will be available from today at selected Cotton On stores globally as well as online with prices starting at $19.95.