'ON THE WAY TO HELL' SS24

DOW's debut collection 'On the Way to Hell' explores the essence and evolution of the hip hop movement from its beginnings on the streets of New York. The narrative focuses on the authenticity and rebellion inherent to urban culture, but with an avant-garde and current approach.

The name of the collection “On the Way to Hell” refers to the development that the movement has undergone over the years in Spain and how its expression has degenerated, questioning its authenticity and even its existence. This collection aims to create an approach to what has historically been considered urban fashion, proposing a return to its fundamental values.