Online fashion retailer Boohooman.com has announced a collaboration with 16-year-old British singer Deno.
The musician (pictured) will be the face of a limited edition capsule collection, set to launch globally on September 6.
Boohooman has previously executed successful campaigns and design partnerships with talent such as Quincy, Tyga, Rae Sremmurd, Mist, French Montana and Quavo.
"I am very excited to be working with Boohooman as they have a very versatile range of clothes," said Deno. "I have been approached by various brands to do partnerships but no urban brand has grown at the same pace as Boohooman over the last couple of years! I can’t wait for you all to see the collection."
The collection features a total of 30 styles spanning ready-to-wear and accessories, with the letter D in the middle located on a small selection of items. Available in sizes XS-5XL, Boohooman and Deno were keen to make the range as size inclusive as possible.
Deno has been involved in every step of this collaboration and truly has a great head on his shoulders
Samir Kamani
Boohooman
Collaborating with Deno allows the retailer to connect with an "even younger, more socially engaged UK audience" and marks the latest in a series of partnerships with music acts.
Samir Kamani, CEO of Boohooman, added: “We are pleased to welcome Deno to the Boohooman family. He is super talented and fits our demographic down to a T. He is our audience! Deno has been involved in every step of this collaboration and truly has a great head on his shoulders. We are keen for everyone to see what we have in store.”
To celebrate the launch on September 6, Boohooman and Deno are hosting an exclusive event at Thorpe Park. The theme park will be closed from 7pm-10:30pm with full access to rides and mazes before an exclusive performance by Deno who will perform tracks from his latest EP for the first time.
