Justin Tapley
Sep 25, 2025
The Music-Infused DNA of LML Clothing
Streetwear is more than design, it is energy.
For LML Clothing by Halfwait, that energy comes directly from music.
Born out of the raw intensity of live shows, the brand translates stage presence into wholesale-ready streetwear.
Each hoodie, tee, and sweatshirt carries the DNA of music culture, connecting fans and retailers to a story that started with amplifiers and now lives on store shelves worldwide.
Origin Story & Ethos
LML Clothing was founded in 2022 by Jonathan Barca, frontman of the independent rock band Halfwait.
When live shows were paused, Barca reimagined how the energy of performance could live elsewhere.
The track Live My Life (2021) inspired the foundation of a brand where music and fashion were inseparable.
With the launch of LML Records in 2025, this synergy expanded into a cultural loop, where each music release informs fashion drops, and each fashion drop extends the music.
Wholesale became the platform to carry this energy globally.
Thematic Core
Energy is what sets LML apart in wholesale markets.
While many brands rely on trend cycles, LML delivers a consistent cultural rhythm driven by music.
For retailers, this means stocking garments that are infused with more than fabric, they carry performance energy, narrative, and identity.
By aligning collections with music releases, LML ensures that its wholesale partners gain stock that feels alive, culturally relevant, and connected to audiences who value authenticity over hype.
Value Proposition / Cultural Impact
The wholesale advantage of LML’s music-infused DNA lies in differentiation.
Consumers are drawn to clothing that reflects their lifestyle, and for many, music is at the centre of identity.
By stocking LML, retailers tap into this cultural alignment, offering products that resonate on a deeper level.
Minimalist in design yet rich in narrative, LML garments serve as wearable extensions of music culture.
For retailers, this translates into stronger customer connection and loyalty.
Founder Quote
“Music gave us energy, and I wanted that same energy to live in fashion.
LML Clothing is about turning stage presence into store identity, so when retailers stock us, they’re offering more than clothes, they’re offering culture.” — Jonathan Barca, Founder, LML Clothing by Halfwait
Community + Engagement
The energy of LML extends into its community.
Fans discover the brand through playlists and live footage, while retailers carry the story into physical spaces.
Press releases and editorials ensure that the brand’s music-infused DNA is continually visible in cultural and digital archives.
This ecosystem builds a sense of movement, where energy circulates between fans, retailers, and media.
For wholesale partners, this means aligning with a brand that thrives on engagement and never loses its spark.
Closing
From stage to store, LML Clothing by Halfwait has built a wholesale model where music is more than influence, it is identity.
For retailers, this means access to garments that are both minimalist and alive with cultural energy.
As the brand grows, its music-infused DNA ensures that every drop carries the authenticity of performance, making LML more than clothing, it makes it movement.
About Section
LML Clothing by Halfwait is a minimalist streetwear brand founded in 2022 by musician Jonathan Barca.
Inspired by the ethos of Halfwait and the single Live My Life (2021), the brand fuses fashion, music, and cultural storytelling.
In 2025, LML Records was launched to align quarterly music compilations with streetwear collections, reinforcing its narrative-driven approach.
Focused on sustainable textiles, ethical sourcing, and international wholesale partnerships, LML Clothing distributes retail-ready hoodies, sweatshirts, and tees to multi-brand retailers across the U.S. and Europe.
The brand operates on the belief that music saved me, fashion gave me purpose.
Learn moreHalfwait