Justin Tapley
Jul 27, 2025
Retail-Ready with an Edge: LML Clothing by Halfwait Unveils Artist-Driven Wholesale Strategy
Global Wholesale Streetwear & Music Industry News
LML Clothing by Halfwait, the streetwear brand born from the pulse of the independent music scene, is launching its boldest move yet, an artist-driven wholesale strategy designed to connect with retailers seeking authenticity, creative edge, and sonic identity.
Rooted in the raw energy of Australian alt-rock band Halfwait, LML Clothing fuses minimalist design with cultural depth. This month, the brand unveiled a refined wholesale program targeting multi-brand retailers across the US, Europe, and Asia-Pacific, backed by a fully integrated campaign that blends audio, visuals, and product storytelling.
“It’s not just fashion.
It’s a cultural product,” says Jonathan Barca, frontman of Halfwait and founder of LML Clothing.
“We wanted to build a retail experience that feels like a tour, something visual, something sonic, something real. That ’s where music and fashion align.”
A Wholesale Campaign with a Soundtrack
At the heart of the launch is Live My Life Vol. 1, the debut soundtrack from LML Records, now embedded into the brand’s look books, line sheets, store playlists, and product launch videos.
• Each collection drop is now accompanied by a branded audio campaign.
• Retailers receive pre-cleared music to integrate into in-store experiences.
• Buyers gain access to limited-edition hoodies, footwear, and promotional audio/video kits.
The approach has already gained traction with independent fashion stores and youth retailers looking for more than generic basics.
With price points starting at $80 USD for heavyweight hoodies and premium footwear lines rooted in Italian textile manufacturing, LML is positioning itself in a lane all its own.
Built for the Independent Retailer
Over the past two years, LML Clothing has quietly developed deep supply chain partnerships with ethical textile producers and footwear artisans across Europe.
Every product is designed to be wholesale-ready, sustainably produced, and supported by custom B2B assets, including:
• Retail line sheets and image kits
• Sample-ready capsule collections
• Short-form videos scored by original Halfwait and LML Records tracks
• Geo-tagged distribution availability by region
This direct-to-retail model ensures that stockists receive both creative and commercial support from day one, no fluff, no overproduction.
From Band to Brand
Founded by touring musician Jonathan Barca, LML Clothing by Halfwait is a living extension of the band’s independent roots.
From press kits to product tags, the message is clear: this is more than fashion, it’s a movement.
“The band always stood for doing it yourself and doing it your way.
That carried through to LML,” Barca explains.
“Now we’re giving retailers a piece of that.
When they stock LML, they’re stocking the full vision.”
Available for Wholesale Inquiries Now
Retail buyers and fashion distributors are invited to explore the full line via direct outreach.
Media kits and sample requests available upon request.
jonathan@lmlclothingbyhalfwait.store
About LML Clothing by Halfwait
LML Clothing by Halfwait is an independent streetwear label founded by Jonathan Barca, lead vocalist of the rock band Halfwait.
Blending minimalist fashion with music culture, the brand offers a curated line of ethically produced hoodies, Italian footwear, and soundtracked retail experiences, built for global wholesale distribution.