Luxury streetwear brand KING Apparel have unveiled the first music video lookbook to the soundtrack of new music, from the UK's very own Kairo Keyz, and Michelin Shin.

Bringing London culture to the forefront, the unison of streetwear and the UK's music scene for the new AW22 collection sees the South London drill artist and heavyweight, go-to producer's new track "Mileage" play throughout. With Kairo Keyz wearing a number of looks from the new collection, the visual acts as a music video, as well as the brand's fresh, new lookbook, shot by acclaimed director, Craig Capone (Headie One, Ms Banks, KSI).

Owner and co-founder of KING Tim Hoad, - “KING have always passionately supported and celebrated artists and creators from the UK scene and this project demonstrates just how intrinsically linked fashion and music are. When we work collectively, the UK and London lead the way as the global creative capital.”

Tim Hoad - Owner & co-founder of KING Apparel sat down with Wordplay Magazine to answer our infamous 10 Questions:

1. So tell me, how did it all begin? How did KING Apparel start?

2003 we kicked it off – myself and Paul Linton (co-founders and still steering the ship). Basically we had a lot of links in skateboarding, snowboarding, the UK Hip Hop scene of the time and within graphic design (this was our background) and we saw a big hole where there were no UK brands that represented our culture on an authentic level. Just US brands dominated that sector really – LRG, Akademiks etc. We had no fashion background but we knew what we liked, what we wanted to see from a homegrown perspective and where it needed to sit and importantly how to market that via association with artists and talents that we respected and stood with. This is way before social media and influencers didn’t exist. It was better (laughs).

2. Who are some people that influence you and that you want to work with in the future?

Shoe collabs are always a good place to start. Nike is the certi collab, however we’re big admirers of Clarks. In terms of working on the Apparel side, we look at leftfield projects like Undefeated or brands like Pleasures that fuse different cultural approaches. Those kind of things are always most interesting. Watch this space... Artist wise we've already locked in the names, so you’ll see that starting from next month onwards. No one will see it coming.

3.  What projects do you have coming up and can you give us any info on them?

October is a big launch. Probably our biggest campaign ever. You guys will get the plug on that so I’ll let you guys tell everyone when it drops!

4. How would you describe your business?

Authenticity is the best word I can use to describe our business and brand. We’ve always strived to represent the UK and its counter culture in the most authentic and credible way. Don’t sell it out, don’t mis-represent it and don’t mis-appropriate it, just to make a pound note. If we follow that principle, then the people and the culture will follow you and believe in what you do. Then everyone wins.

5. What's your proudest moment to date so far?

Maintaining relevancy in one of the hardest sectors for 18 years is it, without a doubt. This game eats brands every week.

6. Do you have any advice for our readers who may be trying to play the mad game of business?

Be ready for sacrifice and keep it moving when others want to fold and live that easy life. It’s an extremely tough business and there are many pitfalls and traps. Surround yourself with good people, good energy, make allies, believe in what you’re doing and remember, it should always be about co-operation over competition.

7. Are there any artists on your radar right now that we should check out?

Yeah – Hen$haw is the truth. I don’t gamble, but I’d bet on him. SBK, Tommy B Shells. FFSYTHO is one of the best female artists period. We just did a project with Kairo Keyz – major talent.

8. What albums are on heavy rotation on your Spotify playlist currently?

Not what you would expect man. Let’s have a quick look…wow it’s all over the place. Okay, Iron Maiden, Hen$haw, WaveGang, Morrisson, Seal. Make of that what you will!

9. What do you like to do when you're not working?

I’m always working, but if and when I get time I like surfing and skating. I read a lot too – that’s downtime.

10. Name Three things you can't live without when in life?

Family, the KING team, airpod pros and Air Max One’s – sorry that's four there.

check out the full range on the KING Apparel website: https://www.king-apparel.com/