The ERA: HYPEBEAST

With festival season gaining traction, Coachella routinely stands out as the premier desert event for style moments to be made.

THE ERA’s collection features men’s and women’s items presented in a relaxed and playful way, with a sustainable approach to luxury. The brand has an assortment of short sleeve and long sleeve T-shirts, hoodies, sweatshirts, sweatpants, and vibrant colors, including red, yellow, ombré purple and ombré pink.

Bleeding heart motifs and vintage-inspired concert tees also appear in the Los Angeles-based brand’s lineup. A collection standout includes the “Palm Springs Tennis Club” crewneck sweatshirt, which is an homage to Viens and his years of experience working on the festival scene. Additionally, the brand uses eco-friendly premium fabrics and raw materials and repurposes excess fabric production – including them in new development samples and a triple-washed and individually hand-distressed “aging” process.

Celebrities and influencers currently wear his burgeoning brand, including Lucas Castellani, Jessie Murph and Travis Mills.

More information about THE ERA and its debut collection – along with item prices and the upcoming collaboration with male supermodel Shaun Ross – can be found on the brand’s website.

In other fashion news, Tyga and MSCHF will release the collaborative “Wavy Baby” sneaker.