ENOISE: eno brings the noise

If minimalism is hip again, then this eno ENOISE tee is the coolest shirt around: A plain yellow shirt with red lettering that says, “Yellow.” A simple design, yes, but anyone into the Shanghai music scene will immediately get the reference to Shanghai-based DJ Ben Huang.

Elsewhere in the world, newly formed bands follow the same formula: Play gigs, put out an album, and then get brand sponsorship -- except in Shanghai, of course. In Shanghai, thanks to eno, this order has been reversed.

eno has been collaborating sporadically with bands since 2007 when they put out shirts for bands like IGO, the Fuck’n’rolls, No Name and PK14; however, things ended abruptly after the initial batch of band shirts were released. Until early 2009, that is, when ENOISE was officially launched.

“ENOISE is going to launch an entire new line of band-inspired clothes featuring shirts, pants, vests and accessories in the spring of 2010,” says Marketing Manager John Solomon. And ENOISE is going to be awesome. It is an eno collaboration with mainly Shanghai-based musicians that range from the obscure -- 21g -- to the well-known -- Ben Huang.

Besides simply launching a new product, eno is using this new music-dedicated line to create “an enhanced platform for musicians to reach a larger fan base,” says Solomon -- something local bands always need more help with.

For those who never dare to don a band’s apparel before hearing them rock out, take heart: eno released a compilation album this past summer with all the bands that will be featured in their apparel line, and still has free copies available at their Changle Lu branch.