Rolling Stones RS No9 Carnaby brand in MTV collab

By

Sandra Halliday

Published
Jan 30, 2023

The Rolling Stones have announced an exclusive collaboration with MTV via the band’s RS No9 Carnaby brand, the label that’s based on the signature store on London’s Carnaby Street.

Working with youth brand MTV and Paramount Consumer Products, it launches on 17 February at the global flagship store and will also be available for worldwide shipping on the Rolling Stones’ webstore.

The theme is all about celebrating both the Rolling Stones and MTV’s influence on shaping popular culture, and features their two instantly recognisable logos coupled with “well known, standout slogans”. These include “I Want My MTV!” and “It’s only Rock ‘n’ Roll But I Like it”, which will be seen across a collection comprising apparel and a tote bag.

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While one is the name of a popular Stones’ song, the other goes back to 1981 and the station’s launch when an MTV music executive convinced Mick Jagger, to be featured in the accompanying campaign. Jagger agreed to shout into the camera “I Want My MTV!” for the commercial.

The individual pieces include two hoodies, four T-Shirts and a tote bag, priced from £25 to £65.

The Carnaby store opened in 2020 and since then has been the jumping off point for a huge number of product initiatives. These include collabs with Umbro, Sunny Australia, Team GB, Tommy Hilfiger and Great Frog.