Elba previously collaborated with Superdry in 2016, before quietly soft launching 2HR in the U.K. last year – and he’s now taking it global. The venture was inspired by his love of music and DJ culture, and the name, 2HR SET, refers to a DJ’s usual set time – as well as his hyper-focused approach to everything he does.
“A two-hour set is the acid test for a DJ,” he explains, “But for me, I’ve taken this idea a step further. Whether I’m behind the decks on stage, in the gym, or studying a new script, I’ll give myself two hours and really get stuff done. It’s my window to go for it, get it done, and get it done well.”
The 2HR SET line for men, women and little rock stars will be released in two drops. The first features hoodies, tees, bomber jackets, hats, leggings and joggers, and footwear prominently featuring the brand’s cool graphic logo. The second is set of collabs with artists who have inspired Elba, including fellow Brit superstar DJ and music maker Fatboy Slim.
As passionate as he is about music, Elba is equally fired up about giving back. 2HR boasts a selection of hoodies and tees with “Don’t Stab Your Future” splashed across the front, to bring awareness to the knife crime epidemic in Britain. Proceeds from the sale of this campaign are donated to Faron Alex Paul’s Faz Amnesty campaign to educate youth and stop street violence.
The line is available exclusively through his website, 2HRSET.com.