Berghaus is launching Dean Street Discovers, a brand-new platform championing emerging talent from the British music scene. Placing five young musicians at the forefront of the campaign entitled ‘Start Somewhere’, the launch celebrates the bold steps taken by young talent when carving a path for themselves in their genre.
The campaign
Through the lens of soul singer Iyamah, three-piece ‘tropical indie’ band Cassia and the boundary-pushing R&B talent SIPHO., the first instalment of Dean Street Discovers explores each musician’s relationship with themselves, their music and their inspiration from getting outdoors. A continuation of the archive-inspired Dean Street range, the collection’s sixth seasonal release was shot in a leafy oasis in the heart of East London, bringing the Dean Street Discovers class together to spotlight the new SS22 range.
Street culture
While Berghaus started life on the mountains in 1966, the brand swiftly made its name on the streets amongst the revolutionary subcultures of the eighties and nineties, becoming a mainstay of Britpop kids, ravers and Acid House fans. Hailing humbly from Newcastle’s Dean Street, the eponymous Dean Street range, and now Discovers platform, sees Berghaus spotlight rising artists at the start of their stories. At the same time, the brand delves into its own origins to create a collection woven with nostalgia and refreshed for a new generation.
The collection
Comprising of two distinctive colour stories and an eclectic mix of bold Aztec prints, colour blocking and tie dye, the collection itself pays homage to the early cult pieces that shaped Berghaus. Refreshed colourways include bright pops of fuchsia, coral, and teal contrasted by earthy and natural tones of brick red, olive green and navy.
The artists
Brighton-born singer Iyamah talks to Berghaus about what she gains from expressing herself through her music, “I’ve discovered myself, the more I write and make music, the more I discover. I love to get outside to find clarity and peace of mind, it helps get me inspired”.
Meanwhile, the Macclesfield-based trio from Cassia share how they weave the sounds of nature into their tracks. Drummer Jake Leff, says “on one of the songs in the new album we’ve timed waves to intergrade into the percussion. We live right near the Peak District so getting out up there definitely helps us get perspective during long days of writing”.
Rising R&B star from Birmingham SIPHO. muses on his own need to get outside in the modern world and how this fuels him creatively. “I feel most creative when I’ve had time to get outside, literally and metaphorically outside and away from the virtual world in our screens, when I’ve been able to do or experience something I don’t usually do. It brings out this inner instinct in me that I channel to make my music”.
The Dean Street collection is available on Berghaus.com, ASOS and Oi Polloi. The Dean Street Discovers platform and Start Somewhere campaign will go live on 1st July 2022.
