Halfway Dead is the new skate and streetwear brand from Diamond Supply Co. founder Nick Tershay and Rob Kardashian, along with a collective of their industry mates.
With a vow not to sell to retailers, the new online-only label launched early this month, with a rush of support from the Kardashian clan and a debut campaign fronted by Florida skater Marcos Montoya.
The brand are said to be building out its skate team now, while the debut collection is priced in reasonable reaching distance, with pieces costing between $54 to $290 AUD.
Comparing the new label to his existing brand, co-founder Tershay told WWD, “It’s definitely a skateboard brand but I would say more streetwear than Diamond is because Diamond’s pretty core skate.
“Halfway Dead is a little more expensive because we’re doing some higher end cut-and-sew pieces and it’s online only. We’re not selling to any retailers.”
Adding, “It’s really something we wanted to do, limited edition with not very many pieces made. We’re going to be designing and making so much stuff that I feel like we can release it faster this way.”
The first T-shirt drop by Halfway Dead has now sold out online, but there are still some hoodies, hats, a tote bag, a branded candle and the label’s statement Corduroy jacket still in stock at the time of us writing this. Check them out over at halfway-dead.com.
Campaign images: Halfway Dead / Seu Trinh