lilly era
Merch for a London record label. Worn in the studio, seen at ADE.
A billion streams.
Now something to wear.
lilly era is an independent London record label focused on chill house and feel-good electronic music. Its catalogue has passed a billion Spotify streams; the brand lives primarily online.
The idea was merch that feels like streetwear. Not a generic label shirt, but something you would wear without knowing the backstory. The occasion: a writing camp in Berlin and Amsterdam Dance Event (ADE) in the same year.
Less merchandise,
more character.
Typography as graphic
The back print uses warped typography: LILLY ERA in four staggered lines with progressive distortion. It reads as a graphic in its own right rather than a label applied to a shirt.
Restrained details
The label logo sits at the centre of the chest. At the bottom of the back: LONDON on the left, a globe in the middle and EST. 2020 on the right. No extra tags or visual clutter.
Dual Context
Designed for two settings: studio sessions at the Berlin writing camp and promotional use at Amsterdam Dance Event. The black oversized shirt works in both worlds.
What was
delivered.
From the first sketch to the print-ready file, designed as one process around the label's identity.
A typographic design with progressive distortion, refined through several iterations into an organic, distinctive warp effect.
Vector artwork prepared for screen printing on black fabric. White on black, sized for oversized cuts from M to XXL.
The globe and typographic footer, London / Est. 2020, supplied as separate elements that can be placed independently.
Worn at the Berlin writing camp in December 2023 and used as promotional material at Amsterdam Dance Event.
From the screen
to the street.
A shirt that carries the label's identity without needing an explanation. Worn in Berlin, seen in Amsterdam.