Midweek Music: Avicii Teams with Denim & Supply

There’s a laundry list of reasons why America has become obsessed with Avicii. To start with the obvious, he’s Swedish. Yes, yes, we all know about my love for the Swedes. Second, he’s making music to connect an international audience. Swoon. Third, he finds the right team every time, choosing fantastic collaborators. Avicii teamed up with Aloe Blacc (major crush here, too) for “Wake Me Up,” and I couldn’t have been happier. (Side note: If you haven’t seen Aloe Blacc’s version of “Femme Fatale” please stop all things important and watch.) And now Avicii is teamed up with Ralph Lauren’s line, Denim & Supply.


Denim & Supply just opened up a store this summer on Newbury Street in Boston’s Back Bay, so I’ve been curious about the brand for a little while now. It reminds me of a prepped out version of a Lucky store. My Southern California roots don’t see this look as groundbreaking per se, but it’s comfortable, American classic, and confident. I want to wear all of these flannels, oversized sweaters, and fitted jeans while running my Sunday errands this fall. Avicii’s standard DJ uniform of a plaid shirt and jeans already fit with Demin & Supply’s easy going look.

Denim & Supply produced Avicii’s official video for “Wake Me Up” as well, dressing the characters in clothing from the stores.

It’s a little cheesy/advertisement driven. But I think it’s still well-suited for the song. The obvious highlight is seeing Avicii and Aloe Blacc on stage at the end.

Back to the brand. Here’s the kind of thing that I’m talking about for my Sunday errands:


Plaid Lace-Trim Cowgirl Shirt


High-Neck Lace Top


Ranch Print Reglan Sweatshirt


Vegan-Leather Skinny Pant


Bexton Skinny Jean

What do you think of the Avicii/Denim & Supply collaboration? Do you think Avicii fits the bill?