‘Reactivate’ compilation series incorporated into new clothing range
Essential listening for many a 90s raver, the Reactivate compilation series helped chart the development of the nascent techno and trance scenes.
The series was the brainchild of React Music’s James Horrocks (the former head of the Rhythm King label) and business partner Thomas Foley – in total, some 18 compilations were released, racking up sales of one million units across vinyl and CD.
Horrocks is currently putting together a series of articles alongside Foley and another partner Gary Gray, which will delve into the history of the React label and its influence on dance music.
In the meantime, the artwork from the series is being incorporated into a new club wear and lifestyle clothing range from Synthd Designs, an Australian fashion label developed by David Rich and Khan Tihema.
In October, the pair approached Horrocks and his team, proposing to revitalise the Reactivate brand by creating officially licensed merchandise that would reimagine the trance and techno label.
The aim was to cater not only to the club and rave crowd but also to pre or post clubbers, offering leisure and sportswear. Khan’s design concepts impressed the React team, leading in turn to the creation of the Synthd Designs range.
According to a press release, ‘The clothing company offers dance music lovers the chance to purchase Reactivate merchandise, along with brand new counterculture-inspired designs. Their aim is to inspire a new generation of fans and recapture the nostalgia of the ‘90s and 00s club scene for those that loved and lived it.’
The range can be viewed – and purchased – here.
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