Morphine Generation by Erik Hart

Year launched: 2002

Erik Hart combined the emotion of his aggressive, visceral and oversexed performances, with Elliot’s keen eye for photographic beauty to create the inspiration for their Morphine Generation clothing.
Designer and L.A. rocker Erik Hart of the band Suicide Club spawned the label Morphine Generation. The label was originally dreamt up to finance Hart’s rock and roll habit. Hart’s rock and roll line seem to successfully eschew a rebellious rock and roll vibe that seemingly never went out of style, just went underground.