Syd Fronts “Beats by Sacai” Collaboration
The Japanese brand teamed up with two generations of West Coast beat-makers.
West Coast beats meet Tokyo design in a just-released collaboration between Beats by Dr. Dre and Japanese brand Sacai. The special edition Sacai BeatsX earphones, debuted atop Kaia Gerber at Sacai’s Men’s 2019 show in January, telegraph the next generation in wearable wireless, while tapping into Beats founder Dr. Dre’s West Coast DNA.
In the new campaign starring L.A.-based R&B frontwoman Syd, the tech-meets-design mashup’s multiple underlying strands come together. Syd, a descendant of the semi-hardcore West-Coast genre as an erstwhile Odd Future member, both stars and soundtracks, lending her vibey song with The Internet, “Come Together,” to the video campaign. In addition to her song, the video features the 26-year-old frontwoman immersed in a vortex of beaded molecular chains—apropos of the three new colorways: burned red, deep white and true black.
Riffing on the classic wraparound BeatsX design, the special-edition earphones feature a new rosary-like cable courtesy of Sacai’s Chitose Abe. Beats and Sacai saw a kindred collaborative spirit in one another: “We wanted to incorporate our signature hybrid technique into Beats,” said Abe via a behind-the-scenes video. The earphones represent a continuation of Abe’s eclectic mode; with her Nike sneakers and Pendleton and Dr. Woo-infused ready-to-wear bound for the Spring/Summer racks, the BeatsX Sacai earphones complete Abe’s head-to-toe SS19 trifecta.