Sonic Youth formed in NYC in response to a dying rock n' roll scene, throwing all convention out the window to revive the raw and gritty spirit they believed was needed after an era of polished, synthesizer‑driven New Wave. They used unorthodox guitar tuning and plugged power drills into amplifiers to integrate industrial noise and dissonance into a familiar melodically‑driven template, creating a sound that would make them one of the most influential indie rock bands to ever do it.
Motivated by the same principles, we strive to alter the perception of running through a kaleidoscope of innovative product design, a romantic take on performance, and a strong community of like‑minded individuals. For this project, we have partnered with progressive vintage lifestyle concept Unified Goods to create a fully immersive experience.
Our latest drop is an exploration in technology, performance and culture inspired by Sonic Youth.