Discovery Consumer Products has partnered with the British pop artists Philip Colbert of The Rodnik Band for the launch of a new Shark Week 30 anniversary apparel and accessories collection.
The collection was launched to the UK at a dedicated pop-up outlet titled Discovery Shark at Old Spitalfield’s Market in London. The pop-up has been opened in the lead up to this summer’s Shark Week event.
Shark Week kicks off in the UK on July 22 with the premiere of Bear Vs Shark, heralding the start of week-long programming event that will on the Discovery channel until July 29.
Proceeds from the new pop-up will be donated to The Shark trust and the Marine Conservation Society.
Colbert will present a line of women’s and men’s apparel and accessories, bomber jackets, sweatshirts, dresses, t-shirts, baseball caps, bags and more, ranging in price from £20 to £1,000. The collection is now being presented within a ‘shark-shack’ pop-up shop in the UK’s capital.
“Over the last 30 years Shark Week has transformed into a pop culture phenomenon,” said Leigh Anne Brodsky, executive vice president, Discovery Global Enterprises. “We are excited to partner with Philip and The Rodnik Band on this Discovery Shark collection to give fans the opportunity to continue to the Shark Week experience.”
Colbert’s past multi-disciplinary art projects have won him the support of the likes of Karl Lagerfield and lady Gaga as well as exhibition worldwide at Art Basel, Frieze London, Tate Modern and the Saatchi Gallery.
Colbert said: “I have always been drawn to sharks. They’re loveable and frightening characters, and people love sharks and are quite afraid of them.”
As a result, Colbert created a shark motif to pay homage to Shark Week, one that will be repeated on all of the prints and handbags.
“I love the symbol. It is always quite literal. We will make it more fun,” he said.