“Essentially, I wanted to support my friend’s book launch, but I wanted to do it a little differently. So we made merchandise – it was an idea of memorabilia and nostalgia entwined with our shared appreciation of US car culture. It’s basically about wearing Craig’s art; I wanted people to be able to consume it in a different way.” Ben Gorham, Creative Director Byredo
LONDON, ENGLAND – SEPTEMBER 16: A general view of atmosphere at the Craig McDean x BYREDO cocktail party at the BYREDO Lexington Street store on September 16, 2019 in London, England. (Photo by David M. Benett/Dave Benett/Getty Images for BYREDO) 
LONDON, ENGLAND – SEPTEMBER 16: Saffron Vadher attends the Craig McDean x BYREDO cocktail party at the BYREDO Lexington Street store on September 16, 2019 in London, England. (Photo by David M. Benett/Dave Benett/Getty Images for BYREDO) 
LONDON, ENGLAND – SEPTEMBER 16: Ben Gorham (L) and Naomi Campbell attend the Craig McDean x BYREDO cocktail party at the BYREDO Lexington Street store on September 16, 2019 in London, England. (Photo by David M. Benett/Dave Benett/Getty Images for BYREDO) 
LONDON, ENGLAND – SEPTEMBER 16: A bag displayed at the Craig McDean x BYREDO cocktail party at the BYREDO Lexington Street store on September 16, 2019 in London, England. (Photo by David M. Benett/Dave Benett/Getty Images for BYREDO) 
LONDON, ENGLAND – SEPTEMBER 16: (L-R) Craig McDean, Naomi Campbell, Edward Enninful and Ben Gorham attend the Craig McDean x BYREDO cocktail party at the BYREDO Lexington Street store on September 16, 2019 in London, England. (Photo by David M. Benett/Dave Benett/Getty Images for BYREDO) 
LONDON, ENGLAND – SEPTEMBER 16: Ben Gorham attends the Craig McDean x BYREDO cocktail party at the BYREDO Lexington Street store on September 16, 2019 in London, England. (Photo by David M. Benett/Dave Benett/Getty Images for BYREDO) 
LONDON, ENGLAND – SEPTEMBER 16: A bag displayed at the Craig McDean x BYREDO cocktail party at the BYREDO Lexington Street store on September 16, 2019 in London, England. (Photo by David M. Benett/Dave Benett/Getty Images for BYREDO) 
LONDON, ENGLAND – SEPTEMBER 16: Pooja Mor attends the Craig McDean x BYREDO cocktail party at the BYREDO Lexington Street store on September 16, 2019 in London, England. (Photo by David M. Benett/Dave Benett/Getty Images for BYREDO)
“The book is a journey of mine in America; the cars and the fashion coincided for me. I bought a muscle car when I first got to the States; it was like being in a movie and fulfilling a dream. I wanted to do something fun to reflect this, to have a series of happenings. The world is going so fast – it’s good to go with it.” Craig McDean, Photographer
In celebration of Craig McDean’s latest photographic monograph – McDean Manual – close friends and collaborators, McDean and Ben Gorham, have devised a series of products and special editions of the book to be made available in Byredo stores worldwide. The availability of special merchandise will coincide with a book signing tour / series of ‘happenings’ that will take place in Byredo stores throughout and beyond various global fashion weeks.
The tour begins in London, on the 16th September; Paris 27th September; Montreal (special SSense appearance) 16th October; New York 18th October and in Seoul late November.
A selection of products will be exclusive to each city of the tour, comprised of scarves, t-shirts, mechanic jackets, lighters, can coolers and caps. There will be 400 limited editions of the McDean Manual with new, special sleeves made exclusively for Byredo.
