CLVB LIFE

International sensation DJ Tiesto has revolutionized the world of electronic dance music with incredible live shows. Tiesto has now stepped into the world of fashion with designs created by Art Zulu, releasing a high-end T-shirt collection sold at Kitson (Los Angeles), Atrium (NYC and Miami) and Bloomingdales. The brand is also being sold on www.clublifeclothing.com, a modern e-commerce site designed by Art Zulu. The website allows customers to browse through the line, purchase the T-shirts and learn more about Tiesto and CLVB LIFE.
 
Art Zulu looked to Tiesto’s performances for inspiration and the collection features elements of light, color and symmetry—the spirit of the club atmosphere. The cutting edge graphics are printed on luxury cotton bodies, featuring fashion styles for men’s and women’s.
 
Art Zulu initiated and established the new fashion brand and its aesthetic, which reflect the essence of DJ Tiesto himself. Art Zulu created a sophisticated mood book to offer a glimpse into the brand’s future. The mood book will work as a guide and presentation to be shown to potential partners in developing the CLVB LIFE as a fashion brand.
 
Along with DJ Tiesto, Art Zulu has worked on branding and design for other celebrity brands including Sean John, Rocawear, Kimora Lee Simmons and others. Art Zulu has equipped CLVB LIFE with a solid T-shirt line and e-commerce site set to continue to shape the world of contemporary fashion by borrowing from the EDM (electronic dance music) culture.
 
Client Reference:
 
By way of brief introduction, I am the Executive Vice President of The Movement International which manages all consumer products licensing for the superstar DJ, Tiësto. We recently hired Lora Flaugh of Art Zulu to create a mood book and style guide for Tiësto's brand, Club Life.
 
Our challenge was conceptualizing Tiësto against the world he inhabits, moving away from concert merchandise into fashion collections. Without hyperbole, Lora did a magnificent job. Looking at the technical design of his world tour and the colorful stagecraft of his shows, she drew subtle but distinctive comparisons for how his life and world can inspire fashion.
 
We recently showed the book to audiences at the trade fair Brand Licensing Europe in London. To a person, people were wowed by it. We heard words like "gorgeous", "brilliant", "this makes so much sense", etc. One woman in particular (an agent for the massive retailer H&M) admitted she was skeptical before she came to see us. She was recommended by a colleague to visit our stand and she said to herself on the way over 'this is going to be dreadful’. But when she saw the book she said she was "electrified" and could immediately see what we were trying to do.
 
All of which is to say I'd hire Lora again without hesitation. She is smart, hardworking, quick, very on-trend, and an invaluable resource to our business. We look forward to working with her long into the future. If you have any questions, please don't hesitate to contact me.
 
Martin Cribbs
Executive Vice President, The Movement International