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Wasted Heroes celebrates its tenth anniversary this month

The brand is an independent and sustainable dance music-focused fashion label

  • Jemima Skala
  • 8 November 2020
Wasted Heroes celebrates its tenth anniversary this month

Wasted Heroes will celebrate its tenth anniversary this month.

Wasted Heroes is a dancefloor-focused fashion and streetwear brand, and has been championed by the likes of Carl Cox, Fatboy Slim, Charlotte de Witte and Gorgon City over the years.

It’s based in Liverpool, employing a team of local staff, and was founded by Russell Reid back in 2010.

To celebrate the ten-year anniversary, they had planned on putting on an exhibition of t-shirt designs from over the ten-year period, but due to Covid restrictions this has been replaced by plans to release exclusive digital content.

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Since its inception, Wasted Heroes has made a commitment to keeping the company independent and producing all products in-house. According to a press release, ‘garments are screen-printed by hand using environmentally friendly water-based inks. All printed products are made with organic cotton and sourced from verified ethical and climate neutral manufacturers. The entire process is certified by EarthPositive® and OEKO-TEX, and all tees and hoodies are Approved Vegan.’

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“This has always been really fundamental to us,” Reid explains, “to be as environmentally friendly as possible and also being able to react to what is happening around the world, and get designs out the same day. I don’t know if everyone realises how we actually make everything here – we’re not a factory or a production line, it’s all done by hand.”

Watch an exclusive behind-the-scenes video of the screen-printing process below, and keep up-to-date with exclusive ten-year anniversary content dropping on the Wasted Heroes website.

Jemima Skala is Mixmag’s Weekend Editor. Follow her on Twitter

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