PHOTOGRAPHY MATEO CIDRAS STYLING OURANIA MARMARA HAIR & MAKE-UP RABEA RICHWIEN
DAGGER - Pokingly good
DECEMBER 7, 2022 → WORDS BENJAMIN SCHIFFER
2020 was a year that left many of us in existential hardship and aching uncertainty. Luke Rainey is precisely one of those people who had the rug pulled out from under them with the arrival of the pandemic and its economic consequences. After being laid off from his previous job in one of Berlin’s coolest concept stores, the Irishman was not discouraged to devote himself to his self-employment. While we were isolating ourselves from the invisible illness, professionalizing our banana bread baking skills or doing our silly little walks around the block, the young Irishman created his label DAGGER right at his kitchen table in Neukölln, Berlin. Thanks to a small government grant, his quick grasp of InDesign and the help of his friends, DAGGER became a small success story in no time.
At first glance, the name of the label may trigger rather harsh, almost aggressive associations - a prevalent theme among most streetwear labels. These usually fuel an image of toxic masculinity, an image which does not leave any space for emotionality and softness. Not DAGGER though, Luke and his label’s messaging are rather antithetical to the actual name. One of his past collections, for example, was titled “Oxytocin” - the hormone that plays a major role in the development of the mother-child relationship, but also in the union of two loving couples.
The only dagger-like component we see in Luke’s collections are his pokingly outstanding visual identity, always including the core tee’s slogan “All the best...” - a quote to be found on Luke’s redundancy letter. He repurposes the meaning and turns it into a fun and uplifting punch line on his tees. According to Luke, his designs are always infused with an “emotionally intelligent design”. In other words, Luke creates purposeful garments that have an inherent meaning to him and his community. DAGGER is queer owned label and celebrates its community by actively involving it. Each collection is supported by upcoming creatives such as photographers, models and stylists.
His current collection “NOT LIKE THE MOVIES” is a love letter to the few remaining movie rental stores in Berlin. The nine-piece collection strongly reflects Berlin’s rebellious and punk attitude, but still remains humorous by alluding to the adult film corner at the local video center. The collection is available now on dagger.store.
PHOTOGRAPHY MATEO CIDRAS STYLING OURANIA MARMARA HAIR & MAKE-UP RABEA RICHWIEN
DAGGER - Pokingly good
DECEMBER 7, 2022 → WORDS BENJAMIN SCHIFFER
2020 was a year that left many of us in existential hardship and aching uncertainty. Luke Rainey is precisely one of those people who had the rug pulled out from under them with the arrival of the pandemic and its economic consequences. After being laid off from his previous job in one of Berlin’s coolest concept stores, the Irishman was not discouraged to devote himself to his self-employment. While we were isolating ourselves from the invisible illness, professionalizing our banana bread baking skills or doing our silly little walks around the block, the young Irishman created his label DAGGER right at his kitchen table in Neukölln, Berlin. Thanks to a small government grant, his quick grasp of InDesign and the help of his friends, DAGGER became a small success story in no time.
At first glance, the name of the label may trigger rather harsh, almost aggressive associations - a prevalent theme among most streetwear labels. These usually fuel an image of toxic masculinity, an image which does not leave any space for emotionality and softness. Not DAGGER though, Luke and his label’s messaging are rather antithetical to the actual name. One of his past collections, for example, was titled “Oxytocin” - the hormone that plays a major role in the development of the mother-child relationship, but also in the union of two loving couples.
The only dagger-like component we see in Luke’s collections are his pokingly outstanding visual identity, always including the core tee’s slogan “All the best...” - a quote to be found on Luke’s redundancy letter. He repurposes the meaning and turns it into a fun and uplifting punch line on his tees. According to Luke, his designs are always infused with an “emotionally intelligent design”. In other words, Luke creates purposeful garments that have an inherent meaning to him and his community. DAGGER is queer owned label and celebrates its community by actively involving it. Each collection is supported by upcoming creatives such as photographers, models and stylists.
His current collection “NOT LIKE THE MOVIES” is a love letter to the few remaining movie rental stores in Berlin. The nine-piece collection strongly reflects Berlin’s rebellious and punk attitude, but still remains humorous by alluding to the adult film corner at the local video center. The collection is available now on dagger.store.