London based clothing label DXPE CHEF, (formerly known as Dope Chef) this week held their brand re-launch at the capitals W Hotel to a capacity crowd of fashion bloggers, Japanese pop acts and legions of DXPE CHEF label lovers.
The re-branding campaign, which started on their Twitter and Instagram page before becoming visable on their online store, took on the form of a physical gathering of team members and invite-only followers of the street couture line. Back online a count down timer currently displays the amount of days, hours, minutes and seconds before the whole brand is officially live.
Although the full unveiling of the new line and brand won't take take place until the 30th June 2013, the images posted online show a Baseball player/coach themed apparel, vividly captured in Black and White images on Grey backdrop.
Many revelers, including the DXPE CHEF squad, were partying while decked out in the labels new Black and White colour ways including long sleeve Baseball jerseys, Blazers, Snapbacks and tees.
The normally strict W lounge was invaded by young fresh and trendy attendees while Trap music supplied by DJ Yasmin, ACYDE and New Money was the sound of the night.
Photo Credits: Lillie Resta.Follow DXPE CHEF on Twitter @DopeChef for more updates on their new line.
Hit up the site for the count down to the launch, DopeChef.tv