As a musician, it’s really important to remember where you came from: keep yourself grounded, respect your roots etc etc.
For Sydney-based band Hedge Fund, there’s *literally* no mistaking where they’re from.
“We come from Bondi. All of us. Bondi. We really want to stress that. Bondi,” says singer / songwriter William Colvin.
Couple of other things give it away:
1) Every member of the five-strong band rocks activewear at all times. When performing. When filming video clips. If they’re breathing, they’re in activewear.
2) They almost exclusively wear P.E Nation, the new lifestyle label of stylist and designer Pip Edwards.
3) Will no joke loves Pip so much that he, just a couple of weeks ago, had the P.E Nation logo tattooed on his calf.
#branded
What the actual fuck, tho?
“I got the tatt because my friend got me really wasted and took me to a tattoo artist in the Cross… it just seemed like the right thing to do at the time, and I stand by it,” he tells PEDESTRIAN.TV.
Pip – who gifted Will, keyboard player Katie Green, bassist Nick Weaver, guitarist Mislav Belobrajdic and drummer Lozz Benson a bunch of P.E Nation gear to rep in the music video for new single ‘What You’re Hiding’ – knows about it, and apparently “seemed pretty stoked”.
If you’re not familiar with Hedge Fund – who have toured NSW supporting bands like British India and Dappled Cities – their sound is pretty British-influenced.
Single ‘Summer’s Getting Shorter’ has a pulsing, dreamy synth-pop vibe to it (and has racked up more than 17,000 listens on Soundcloud).
Check out the vid for ‘What You’re Hiding’ – and yep, it fts. a truckload of P.E Nation gear.
“Ultimately, our goal was to get people watching the video to start it by thinking ‘Someone has paid them for this’ and for them to end it thinking, ‘No one in their right mind would pay them for this’,” says Will.
Goal = accomplished.
Get around Hedge Fund on Soundcloud and Facebook.
Photo: Gav Maynard.
