Spearmint Rhino: The global hot spot has your fashion goals completely covered with new collection
What’s better than having a baddie by your side? How about having her on you - literally? Look no further than what Spearmint Rhino is serving up courtesy of the global giant’s launch into the fashion world with its clothing collection.
It’s all types of impressive and as someone who loves a comfy sweatshirt, there’s no denying having the best of both worlds - beautiful women and beautiful comfort - is a top flex right here.
For over three decades, the name Spearmint Rhino has been both a behemoth in pop culture and shrouded in mystery. This globally celebrated, ultra-luxury gentlemen's club empire, which spans multiple continents, has been dubbed the Ritz Carlton of strip clubs. With walls adorned in gold fleck paint, plush, patented cheetah print carpets, and chandeliers that would make a Victorian-era monarch blush, the franchise has spared no expense or attention to detail in its pursuit of perfection.
Adding a very conscious layer of mystery to the experience with private rooms, hidden VIP floors, and secret lounges, you've got a real-life "choose your own adventure" meets Escape Room that no one ever wants to escape from.
It's the reason so many celebrities have called The Rhino their favorite venue on earth. In the fall, superstar Drake shouted out Spearmint Rhino as "family" during his world tour stop in Vegas, which was streamed to millions across the globe, the traffic alone shutting down the company's website.
Just last week, Rhino was in the spotlight again—this time with Kim Kardashian and new boyfriend Odell Beckham Jr., all over gossip guru Perez Hilton’s blog roll.
When the product is this good, it’s hard to play the mystery card in the content era. Rhino’s President, Kathy Vercher, has always been a hyper-forward thinker in an industry that often suffers from status quo disorder.
This past week, Spearmint Rhino entered the fashion space with its first-ever collection from Creative Director Joey A.X. (Puma, Versace, and the mind behind countless streetwear and luxury line campaigns) to throw away the “merch” playbook and craft something entirely different.
Taking a first-of-its-kind approach in the space, Rhino Society is a narrative-driven concept that will seasonally follow the spicy, controversial history of the iconic yet mysterious brand.
Set at the beginnings of Rhino’s first location in LA, the debut collection elevates the concept far past merch and into storytelling through fashion. Months were spent digging through the archives to tell their story with Rhino’s visionary marketing director, Michael McShane, and A.X.’s long-time creative partner, Jonathan Lee.
Rhino Society’s debut capsule ranges from traditional wearables to accessories and home goods and will also feature unique one-of-ones and secret ranges for “Society Members”—inspired by and reflecting their venues' own experiential tier system.
As with anything Rhino, there are levels within this. There’s even a NSFW version of the season one lookbook that Instagram banned.
"Rhino Society isn't just fashion; it's an ethos," said Kathy Vercher, President of Spearmint Rhino. "We're channeling our legacy of unparalleled entertainment into creating a lifestyle brand that invites our audience to embrace the fullness of life's experiences."
Pop-up shops and speakeasy-like events the world over are currently being planned for 2024 and 2025. There are major street-to-luxe collaborators aligned for future capsules.
The narrative of Rhino Society will constantly evolve to reflect the company’s wild history, including new markets and clubs and characters representing them that inspire looks and pieces.
Discover more at www.RhinoSociety.co and follow the IG @RhinoSocietyOfficial—which is just as much an immersive experience as the pieces, with the entire feed speaking in code and following the story of a starlet who moved to LA in search of Hollywood dreams and found the allure of working at the first Rhino to be her path.
