The brainchild of model/artist Charlie Ward and Erinn Ruth, Stay Sweet Crew label is all about shining a philosophical light on life’s harsh realities. It’s an equal parts DIY and tongue-in-cheek theme reflected by the label’s bio, which reads, “We are about diving into your existential crisis and not plastering over it with positive aphorisms.”
The debut drop consists on a signed and numbered zine and coordinated t-shirt featuring the “Stay Sweet” logo on the back and “I think things are gonna be better soon” on the front.
Combing melancholy with an appealing DIY aesthetic, Stay Sweet Crew is for sure on our radar as a collective to watch.
Priced at $25, the zine and t-shirt are now available in limited quantities at staysweetmag.com.