Street SPIRIT

Behold the Martell x Amos Ananda collection, the first-ever streetwear capsule collection designed by the eponymous designer for the brand. How it came together is the story of a meeting of minds and spirit founded on the principle of soaring beyond the expected-audaciously.

- INDRAN PARAMASIVAM

Innovation is the name of a lineage, a tradition in which boundaries are blasted and new horizons discovered. As the once-disparate worlds of luxury and streetwear now converge and regularly coalesce, we hear the not-too-feint sounds of hip hop permeating our consciousness.

It’s in this context that the Martell x Amos Ananda streetwear collection unspools. On one side of the equations sits Martell, the standard-setting 300-year-old French cognac house whose amber-hued elixir is synonymous with refinement and luxury. On the other side rests Amos Ananda, a Singaporean designer whose eye is constantly trained on new frontiers of creation, where the canvas of fashion can be elevated to articulate higher, deeper and bolder truths.

Forged as part of the new unveiling of the Martell Noblige, under the banner ‘Soar Beyond the Expected’, the collection is an homage to the respective worlds of music, pop culture luxury and streetwear, as much as it marks a unificatory moment wherein they intersect. Born in the streets, and destined for the world, it marks a huge moment for its makers.

Here, Ananda breaks the silence on how this unique collaboration came to be.

How does it feel have the Martell x Amos Ananda streetwear collection out in the world?