"It’s dawn – and in the heart of the city, girls with blood-red lips and black lace boots emerge from the night with boys in leather. The faint smell of cigarette and perfume encircles them like remnants of the night before as they glide past a sickly gaggle of school girls who gasp in awe. One of them leans in toward the circle of gossiping and whispers: “I heard they eat cigarettes”.
Fearless, fashion-forward and not for the faint hearted, I Heard They Eat Cigarettes is one of the freshest labels designed for dressing hard and partying harder. Blitzing the Melbourne fashion scene in 2007, founding designer Chris Brooks ditched the drone of a 9-to-5 job to dress the streets in the edgiest label to have ever been born in the city: hell yeah.
Brooks transports his influences from periods such as the 70s Venice skate’n’surf scene, 80s Californian skate punk and late-70s-early-80s British punk, injecting a retro dose of badass street style into clean-cut, modern clothing & jewellery. I Heard They Eat Cigarettes is all about looking fierce and getting wild, it’s a fashion party label.
The label is like sex and cigarettes; all lust with a hint of debauchery. Rising up from the streets of Melbourne, I Heard They Eat Cigarettes is creeping its way through stockists all over the world as one of the most coveted street labels on the scene.