Is 2017 The Year of The Female DJ? Alison Wonderland's BoogieMADE Collab Suggests So
The return of festival season ushers in a whirlwind of face glitter and rhinestones, leg “furries,” kandi of various forms, and booty shorts that distinguish the vibrant culture’s eclectic fashion style, a style that has come to visually define the season due to its youthful whimsicality. Yet when it comes time to stow the neon hues and spandex of festival season at the back of one’s closet come September, the raver encounters a sort of stylistic identity crisis triggered by the change in season, sending out the classic question posed via iMessage to friends: “what are you wearing?”
Club rats, rejoice in the knowledge that EDM streetwear is a burgeoning category of underground fashion design. But what is “EDM streetwear” exactly? For the unfamiliar, the phrase is a reference to clothing crafted by a company in an effort to produce tasteful, hip apparel that signals the wearer’s affiliation with a given DJ/producer. Cognizant that the flair of festival season is not always appropriate for certain occasions or venues—because you can’t wear your logo branded perlers everywhere—the companies seek collaborations with popular artists/DJs to create fan wear that may be worn anywhere from a show to a coffee date. The result? A very versatile manner of identification with a specific DJ/producer’s work.
Advertising itself as “the premier streetwear label for the worldwide electronic dance movement” on the About page of its website, Boogiemade.com, BoogieMADE surfaces as a company devoted to the manufacturing of such apparel. Founded on December 5, 2014, the company highlights its mission as the desire to “reflect a snapshot” of the unique culture of dance music, using fashion as the medium through which it may capture this “snapshot.”
Much like fellow EDM streetwear company, Electric Family, BoogieMADE features a variety of DJ/producer apparel collaborations; shoppers will find designs for Boombox Cartel, Ghastly, and Sweater Beats among others on the company’s website.
BoogieMADE’s most recent line entails the involvement of Australian producer and DJ, Alex Sholler, better known by her stage name, “Alison Wonderland.” A femme fatale of a male dominated industry, the trap focused Alison Wonderland stunned in 2015 with the debut of her first album, “Run.” The album recorded over 2 million Spotify streams as of January 20, 2016. Wonderland, the Lewis Carrol female protagonist personified, lends her own vocals to her tracks, a move that consequently causes her releases to be pieces distinctly unique from start to finish. Her single “I Want U” appeared as one of the top tracks of 2014, while the fellow 2014 hit “U Don’t Know,” featuring Wayne Coyne, slowly but steadily worked its way into the festival sets of various DJs, including the recently and wildly popular DJ Marshmello’s Ultra 2016 set.
The edgy Aussie native is noteworthy for her appearances at Ultra Music Festival 2016, Coachella 2015—where she secured a sunset slot—, and Firefly Music Festival 2015, of many festival showings where the trappy elements of her sound have attracted an admirable following. Wonderland claims 424, 619 likes on her official Facebook artist page, and 562, 856 monthly listeners on music streaming service, Spotify. The numbers leave room for growth, yet function as a nod to Wonderland’s current popular status within the world of electronic dance music.
Wonderland’s new single, “Messiah,” (released on December 1, 2016) is not Wonderland’s sole new product. In a similarly exclusive partnership with BoogieMADE, Wonderland has become the company’s latest collaboration in EDM streetwear, a cooperation between clothing visionary and DJ that has resulted in a collection of T-shirts and hoodies that bear the phrase “Fuck Me Up On a Spiritual Level.” The unisex T-shirts read a pricetag of $34.99 USD, coming in white and black, whereas the again unisex hoodie version comes solely in black, with Wonderland’s “AW” logo on the back. Click on below images to enlarge.
The Wonderland/BoogieMADE collab is reminiscent of the company’s collab with fellow female DJ, Mija. The duo produced the long sleeve “FK A GENRE” shirt at $29.99. BoogieMADE’s gravitation towards female DJs in its generation of streetwear is noteworthy when considered in the context of EDM streetwear’s purpose: tasteful but trendy advertisement. The company’s choice to align itself among two prominent female DJs in the scene is one that essentially markets the role of the female DJ. 2017 is mere days away, arriving with promise to become the year of the female DJ, the year in which the female DJs/producers currently dominating the genre will continue to meet with success, paving the path for their budding and aspiring female counterparts. @BoogieMADE, we’ll take one of…everything, please.