Archive photography documenting '90s hip hop culture — Now available for you to wear.
All shot on film, every image used is an archival photograph. All in the moment, in the room, in person. NOT A.I., not recreated, not staged, not licensed stock. You are wearing evidence.
Along with the core Analogue range, special and limited-edition designs will be available exclusively right here. Once it's gone, that's it. No reprints, no restocks.
Screen-printed on quality cotton using water-based and vegan-friendly inks. The same process used to print high-end, museum-quality prints, sent in plastic-free packaging.
Over the course of a decade during the '90s, Tee Max would document British black culture and music. A young music fan with a camera, who would photograph many of his favourite artists.
An archive that spans thirty years, boasting future icons and pioneers who would go on to define a generation of music and culture. Many of the images were only available in their original published form, while others have never been seen before.
For many, Analogue Apparel is the first time these photographs have appeared publicly — a way to bring them to a wider audience of music lovers and archival photo enthusiasts.
The archive begins with negatives, test prints, handwritten notes, and rooms full of people who did not know they were making history. Each frame is selected because it carries context, not because it behaves like a fashion image.
Before a shirt is made, the photograph is restored, balanced, and checked against the story around it: where it was shot, who was present, and why that moment still matters.
The product comes second. The evidence comes first.
These images come from the spaces where scenes were built by hand: speakers carried upstairs, flyers passed outside stations, tapes traded from bags, and nights held together by people who rarely made the official record.
Analogue Apparel treats clothing as a moving archive. The work leaves the folder, leaves the wall, and enters the street again.
That is the point: memory in motion.
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