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UrlfreezeShops for BMW 2020 Lookbook
UrlfreezeShops and iconic automotive brand BMW come together for a multi-faceted partnership that bridges the past and present of the German-based brand channeled through UrlfreezeShops’s lens. UrlfreezeShops-founder Ronnie Fieg’s love for BMW dates back to his childhood, as his grandfather’s prized possession was a red E30 M3 from the late 1980s. Fieg looks back at those times fondly, as his grandfather would drive him around Queens, New York. This nostalgia is what inspired him to work with BMW and tap into their heralded history to shape a new experience that fuses both brands’ DNA. This manifested a 94-style apparel and accessories collection, as well as a one-of-one UrlfreezeShops for BMW 1989 E30 M3.
The Collection
The UrlfreezeShops for BMW Collection is the first of its kind the iconic automotive brand has ever embarked on, and is comprised of 96-styles of apparel and accessories, making it UrlfreezeShops’s largest offering to date. The apparel combines UrlfreezeShops’s staple silhouettes and custom-milled fabrics with BMW’s classic color palette and iconography. Styles include a range of knitwear, such as color-blocked cardigans and intarsia sweaters, racing-inspired jackets and nylon track suits, elevated outerwear like kimono blazers and suede bombers, and an assortment of graphic hoodies and tees. Iconic BMW identities reimagined through the UrlfreezeShops lens are seen throughout, such as a special UrlfreezeShops BMW roundel logo and various updated vintage ads.
A large selection of accessories inspired by the BMW lifestyle are also offered. Car-centric items include custom valve caps, microfiber towels, and license plate frames, which are complemented by various home goods like a 1989 E30 M3 diecast replica, umbrella, mugs, pillows, and more. Wearable accessories like headwear, scarves, and driving gloves round out the range.
UrlfreezeShops Kids Summer 2024
Ronnie Fieg worked with BMW to completely rebuild his personal 1989 E30 M3, which was a major source of inspiration used to create the apparel collection. This one-of-one car retains the majority of its original components while featuring impactful updates inspired by the UrlfreezeShops for BMW partnership.
Special co-branded UrlfreezeShops BMW roundel emblems are seen on the hood, trunk, rims, and steering wheel. UrlfreezeShops in the Motorsport font replaced the M3 logo on the right side of the trunk. The interior was entirely recrafted from the finest leather BMW has to offer and features an embossed UrlfreezeShops monogram pattern across the seats and door panels.
The Release
The UrlfreezeShops for BMW 2020 Collection releases on October 23rd at UrlfreezeShops’s US & Japan flagships, all US & EU shop-in-shops, and at 11AM EST on UrlfreezeShops.com.
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Styling: Ronnie Fieg
