Merch Technouture
posted by on February 22 at 22:22 PM

The last time I went to Sonar, the artist I was most eager to see was Jeff Mills, one of techno’s revered godfathers, he of the rapid-fire three-decks-plus-a-909 DJ sets, whose high-minded futurism and technical wizardry is widely imitated but rarely matched among contemporary producers. I’d heard bootlegs of his intense sets, seen videos of him throwing the fader to a new record every 25 seconds then throwing the old one over his shoulder, listened as others go all slack and drooly when recounting the last time they heard him play.
But when he finally came on the decks, all I could say was “Damn, that’s a nice sweater.” It’s 3:30 a.m. and we’re in an airplane hangar with 50,000 Spanish kids on E, and dude walks in wearing a lavender cardigan sweater. Granted, it was a minimal sweater — his tastes tend to lean towards elegant simplicity masking unbelievable complexity, with pieces that look like a plain old pair of jeans until you realize they’re limited edition Japanese techno trousers sewn by robots in a clean room and sold for ¥85000 at hyper-exclusive Tokyo boutiques only on even-numbered days. The man is a serious aesthete who loves his clothes.
So it’s not at all surprising that he and his Axis Records partner Yoko Uozumi are now opening a clothing store. Collectors take note, you heard it here first. Skirts are the new records.
