Today (Friday, September 6), 4AD share their first official collection of label-dedicated merchandise, available exclusively in an extremely limited one-time drop on the 4AD webstore.

+ Buy limited edition 4AD merch + 


Photo by Olly Geary (Model - Alliyah)

The first drop is a collection of apparel designed by London-based artist Ross Paul McEwan. Graphics throughout the line feature the classic 4AD logo, in addition to a swan emblem and phrases ‘Pleasures & Treasures, Deep below the surface.’ This calls back to McEwan’s design work on 4AD’s 2022 compilation, Pleasures & Treasures,  a Japan-only double-CD of classic and hard-to-find tracks that span the label’s forty-plus years. See the full list of merchandise items below. 

Items Available Include:
LONG SLEEVE PLEASURES & TREASURES T-SHIRT (WASHED BLACK)
SHORT SLEEVE SWAN T-SHIRT (NAVY BLUE)
PLEASURES & TREASURES CANVAS GRAPHIC TOTE BAG (BLACK DENIM)
DEEP BELOW THE SURFACE SOCKS (BLACK)
4AD HOLOGRAPHIC STICKER PACK
COLLEGE LOGO MUG (CREAM) [US EXCLUSIVE]
4AD  MUG LOGO MUG (BLACK) [US EXCLUSIVE]
ALL MERCHANDISE
 

A call-out via socials for 4AD listeners in Glasgow returned a charming selection of label fans to model the first merch drop. Featuring a diverse group of both long-term listeners and more recent supporters (including an NHS doctor, an opera singer, an ambient musician, an entrepreneur, and a council worker), the series subsequently acts as a visual archive of the current 4AD fanbase. It is a celebration of the diverse and strong 4AD community who have kept the label’s spirit alive for four decades. Photographer Olly Geary captured each fan from their homes, in the environment where they enjoy music, from bedrooms to kitchens, living rooms, gardens, and beyond. See the images and learn more about each of the models featured below!

Models - Tony and Alison + Polly
Occupation - Film & TV, Media Policy
Favorite 4AD artist - Aldous Harding, Deerhunter
 

Model - Saket
Occupation - NHS Doctor
Favorite 4AD artist - Big Thief & Pixies
 

Model - Bob
Occupation - Self-Employed
Favorite 4AD artist - Aldous Harding
 

Model - Sarah
Occupation - Funding for Local Authority
Favorite 4AD artist - “Throwing Muses. They’re a band I will never get bored of and have such a varied back catalogue to dive into. My friend gave me a tape of Hunka Papa when we worked together at the Glasgow School of Art. I must have been 18. I was hooked straight away, amazing lyrics, voice, and musicianship. I loved reading about how she dreams up songs in her autobiography.”
 

Model - Alliyah
Occupation - Artist & Musician
Favorite 4AD artist - Erika de Casier & Lucinda Chua
 

Model - Ilona
Occupation - Opera Singer
Favorite 4AD artist - Dry Cleaning