New York based brand rag & bone announces its collaboration with music icon Eminem. The new collaboration furthers the brand’s focus of working with truly original talent. To coincide with the artist’s final shows of the European leg of his Revival tour; the rag & bone X Eminem capsule will first be available in London on Friday July 13th.

The collaboration kicks off with a pop-up shop at iconic London pub The Sun & 13 Cantons, where fans will be able to shop the collection from 12-4pm on Friday July 13th, preceding Eminem’s sold out performances at Twickenham Stadium in front of 82,000 people on July 14th and 15th.

The multi-platinum, award-winning artist, who has sold over 125 million albums worldwide, worked closely with the brand to develop ‘The Icon Hoodie’, designed to be the best possible combination of fabric, weight, detail and fit of the style for which the artist is best known. ‘The Icon Hoodie’ is available in three colors, and is 100% made and manufactured in America using premium rib-knit. The unlined, light-weight sweatshirt was co-designed with Eminem to make his perfect hoodie. Subtle personal references can be found in the design, such as the anvil emblem which symbolizes the pure strength of Eminem’s lyrics alongside a nod to Detroit’s industrial legacy, and Eminem’s stylized take on “313”, the area code of Eminem’s hometown – with the first ‘3’ flipped into a backwards ‘E’. A limited run of each color will be available at the pop-up with every piece individually numbered.

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