EXCLUSIVE: GCDS Launches GCDS Beauty

EXCLUSIVE: GCDS Launches GCDS Beauty

"Attitude is beauty. Care is beauty. Grace is beauty. Character is beauty."

"Attitude is beauty. Care is beauty. Grace is beauty. Character is beauty."

Text: AJ Longabaugh

Hide your wife, hide your kids, and hide that credit card because the streetwear brand that is aiming to take over the world, GCDS, has officially announced the launch of a beauty line.

Mixing ironic yet high-end branding, GCDS founder Giuliano Calza says, "With the launch beauty line, I wanted to preserve the same approach of the clothing: functional, fun, unexpected." A nourishing collection made from the highest quailty pigments and proudly made in Italy as 100% cruelty free, this first drop includes a range of 4 lipsticks under the titles of HYPE, BLINGHOE, MARIJUANA 4:20, and VELVET D.I.C.K., basically anything you've ever wanted your lipstick to be named if we're being honest.

"These lipsticks are unisex products and essential items to have in your purse or backpack. It's an inclusive beauty. Derek, the boy in the campaign, expresses my idea to the limit. He interacted with all lipsticks in a fun, fluid and carefree way, exactly as it should be the approach to sexuality and ethnic issues," says Calza.

"The names, even if they seem provocative, are a way to kill every stereotype, even the idea that beauty is just to please others. For me it's to feel at ease with ourselves. Having to follow some canons and rules seems so old-fashioned. Beauty comes in all the shapes and forms. Attitude is beauty. Care is beauty. Grace is beauty. Character is beauty."

Dropping November 3, aka TOMORROW, the first release of this exciting new category for the brand will include 4 exclusive lipsticks and with launch worldwide during complexcon in LA and on GCDS's website. If you haven't jumped on the GCDS train, do you really need any other reason?

Peep the first GCDS Beauty drop below!

Credits: IMAGES COURTESY OF GCDS

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