MCQ SHIRT

Part of the house of Alexander McQueen, MCQ continues the label’s tradition of digital innovation. The creative platform is the first of its kind: an ever-shifting collective that radically credits all its voices. MCQ invites select creatives to collaborate on merchandise and content, granting collectors ownership and expression through technology. The digital platform uses blockchain technology to generate online consumer archives. This avant-garde feature tracks items as they move from one collector to the next to provide users with a traceable history of their peer-to-peer trading. The clothes themselves speak to the digital era: thermal imaging patterns, tie-dye prints, and neon graphics adorn oversized knitwear, hooded sweatshirts, and slick windbreakers. Strappy sneakers sport solid, sculptural soles. Inspired by McQueen’s passion for new technologies, MCQ combines social media with collector’s archives to create a place where the global community can meet.