GCDS, also known as God Can’t Destroy Streetwear, is more than a fashion label. Now the Milan-based brand dabbles in cosmetics, too. Starting November 1, GCDS will sell beauty on it’s website, which will include a range of four cruelty-free lipsticks: “Hype,” a transparent balm; “Blinghoe,” a sparkly, plumping top coat; “Marijuana 4:20,” an aptly-named shade of green; and “Velvet D.I.C.K.,” a matte red hue.
“Velvet D.I.C.K.,” $25.09 each at GCDS
“These products are for me the purse essentials,” co-founder and designer Giuliano Calza tells WWD. “[My goal] is not to compete with the major beauty companies, I just wanted to deliver fun products to gift my people.”
Priced around $25 each, these are certainly gift-able little lipsticks for the person who doesn’t take themselves, or their makeup, too seriously. The lipsticks are set in sleek black tubes and packaged in transparent “take-away” bags with tongue-in-cheek taglines, like “They said ‘get me high,’ I show them how.” Admittedly, the Italian to English translation could use some work, but we get the point: puff, puff, pass and re-apply.
“Marijuana 4:20,” $25.09 each at GCDS
GCDS loves to defy convention. Case in point, the brand sent two models down the runway for its Spring 2019 show, each with three boobs (for a total of six)—yeah, for real. This unconventional approach bleeds into their campaign, in which they’ve enlisted beauty game-changers like Sophia Hadjipanteli and Derek Drummond (aka Poster Boy) to model the new lipstick range.
Sophia Hadjipanteli
This is only the start for GCDS, as the brand plans to continue expanding it’s “ironic yet high end” beauty offering into 2019 and on.