Spearmint Rhino Launches 'Rhino Society' Fashion Brand

Spearmint Rhino Launches 'Rhino Society' Fashion Brand

LOS ANGELES — Spearmint Rhino has launched a new fashion label, Rhino Society.

Joey A.X — a veteran of Puma, Versace and many sreetwear brands — has been tapped as creative director.

Rhino Society's debut collection, available now, includes traditional fashion styles, and will also feature unique "one of ones" and secret ranges for "Society Members.” The look book features actual Spearmint Rhino entertainers and was shot by lifestyle photographer Maxwell Reichert. The campaign also includes VHS-style shorts from mainstream director Evan Hamilton.

Rhino Society, a rep noted, marks the club chain’s “entry into fashion, yet its core is deeply rooted in cultivating a lifestyle that epitomizes luxury, exclusivity and the thrill of the taboo in nightlife.” The rep described Rhino Society as “a narrative-driven concept that will seasonally follow the spicy, controversial history of the iconic, yet mysterious brand.”

A.X, partner Jonathan Lee and Spearmint Rhino's Director of Marketing Michael McShane spent months digging through the Spearmint Rhino archives to tell the brand’s story, starting “at their origins in the glitzy chaos of L.A. in 1989,” the rep explained.

"This couldn't be a merch line, or the same old trope," the rep added. "We consciously rooted this in storytelling as the cornerstone and threw out what was expected in every way. Going deeper into the narratives and those who really built the brand into the global institution was paramount. There were endless storyboards and decks, old photos and secret tales told that inspired the work. Fabric was just the canvas choice for storytelling and constantly evolving by season to include new characters, cities and clubs to unfold.”

For more information, visit RhinoSociety.co.

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More News

Kheper Releases New 'Think Like a Slut' Party Game

Kheper Games has released the new "Think Like a Slut" party game.

Pjur, Magasin du Nord Partner for 'Flex Area' Campaign

Pjur and retail brand Magasin du Nord have partnered for the wellness brand’s Flex Area campaign.

Honey Play Box, Creative Conceptions Ink European Distro Deal

Honey Play Box has signed a deal with Creative Conceptions for distribution in the U.K. and Europe.

Motorbunny Debuts 'Fluffer Rock Hard Power' Cock Ring Vibe

Motorbunny has introduced its Fluffer Rock Hard Power vibrating cock ring.

EQOM Appoints Anneke Kamphuis Interim CEO

EQOM Group, the company behind ONE-DC and EasyToys, has appointed Anneke Kamphuis as its interim CEO.

Viben Debuts 'Dreamii' Collection

Viben has unveiled its new Dreamii line of pleasure products.

Onahole Debuts New 'Brain Hacker DX' Stroker

Pleasure brand Onahole has introduced its new Brain Hacker DX stroker.

Fanreal Debuts 'Real Skin Texture' Love Doll

Pleasure brand Fanreal has introduced its proprietary silicone Real Skin Texture love doll.

Full Circle Expands 'Savage Me Dream Girl Doll' Line

Full Circle has introduced Alyssa, Carla, and Nadia from its Savage Me Dream Girl Doll collection.

Dame Launches 'Green Dildo Coin' Campaign

Sexual wellness brand Dame has partnered with creative agency Stereo Creative to launch its Green Dildo Coin campaign.

Show More