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Oli Sykes’ clothing brand Drop Dead launches new activewear range, Running From My Demons

Bring Me The Horizon frontman Oli Sykes says he wants to remind people “why staying active is such an important part of life” with his latest Drop Dead collection, the aptly-titled Running From My Demons.

Drop Dead have launched a brand-new activewear collection for the first time, with owner and Bring Me The Horizon frontman Oli Sykes encouraging a healthy lifestyle in his messaging.

The new drop, Running From My Demons, is appropriate for a range of different physical activities – from cycling to yoga – with Oli explaining of the reason behind this latest venture: “When I got out of rehab I needed to find something to channel my energy and emotion into, so that I didn’t fall back into addiction. I reluctantly started going to the gym and working out. At the time I felt like a lot of kids I relate to hated gym at school and I didn’t think I would get as obsessed with it as I did.

“For me it helps my mental health so much, shakes off negative thoughts, sets me up for the day and makes me feel secure about myself. I felt like trying to illustrate what my chaotic ADD mind feels like through this collection, as it felt like a perfect way to remind myself and hopefully others, why staying active is such an important part of life. I also wanted to make some active wear that wasn’t so fucking boring, plain and uninspiring.”

Head Of Design, Jacob Harry, adds: “Running From My Demons is something we kind of all do in our own way – through art, music, meditation, exercise… whatever it might be. We wanted to tap into that idea thematically for this collection campaign – scratchy illustrations, heavy shadows and intense hits of red to revolve around that idea of conquering a personal battle.

“We wanted to put a collection together that technically holds up – our fabric choices and cuts were designed to make the garments as practical as possible – whilst also making people hyped and confident by what they’re wearing.”

Check out some of the items available in the collection below.