Honda Music announced its partnership with trailblazing global music and media company 88rising ahead of their upcoming ‘Head in the Clouds’ music festival this weekend in Pasadena, California. Since its founding in 2015, 88rising has remained a pioneering force in celebrating and amplifying Asian American talent in the industry – most notably by becoming the first company to launch an Asian-centric music festival in the United States with Head in the Clouds.

With Honda as Head in the Clouds’ official automotive partner this year, a multitude of exciting new additions are coming to the annual music and arts festival. The Honda Double Happiness Stage will feature an incredible lineup of talented artists like Stephanie Poetri, Spence Lee, Lyn Lapid, Phum Viphurit, Eyedress, Grentperez, and Akini Jing. In addition to unforgettable music, festival-goers will also have the opportunity to browse and purchase from Honda and 88rising’s first apparel collaboration collection – “88 Type R” – at the festival as well as online at 88nightmarket.com. 

The exclusive “88 Type R Honda Customs Shop” merch shop at Head in the Clouds will feature the limited-edition apparel capsule including unisex cut-and-sew pieces inspired by the late 90s to early 00s of the Asian car culture scene. The shop will also feature a 2000 Civic Si project car as well as the all-new 2023 Honda Civic Type R – the most powerful Honda production vehicle ever sold in the U.S.

“Honda’s support of music and young breakthrough artists spans more than two decades, and our partnership with 88rising will give voice to their stories of imagination and determination,” Phillip Lee, Honda Marketing’s media department lead, said. “88rising elevates and empowers Asian artists and Honda is proud to provide a platform to help support their dreams and advance their careers.”

Drop 1 of the “88 Type R” Honda Expands 88rising Music Partnership collection will launch August 5th, exclusively at Head in the Clouds and online at 88nightmarket.com – 88rising’s official store.