Primavera Sound and sivasdescalzo join forces to design Front of House™, a brand that highlights all the effort and dedication behind artistic creation. Front of House™ is born to celebrate and pay tribute to all those figures who are part of the invisible process of great production, those who work to make it happen and meet all expectations. An essential process in the world of art, music and fashion, and something that both Primavera Sound and sivasdescalzo know perfectly, as both brands value every detail of their creative process and invest in talent, and innovation and passion in all aspects of their production.
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With this collaboration, the recognizable Front of House of music festivals becomes a symbol for all those who appreciate and promote the work that goes on backstage to create art.
Coinciding with the start of the festival, Thursday, June 2, a capsule of one sweatshirt and three T-shirts is dropping at the SVD flagship store in Calle Bailén 18—plus two more models will be released exclusively via raffle on the sivasdescalzo app. And this is just the beginning. Front of House™ will tour around the world thanks to the international editions of Primavera Sound. And each season, a new collection will be presented in collaboration with other brands and artists, as well as special capsules designed for each new edition of the festival.
