Spearmint Rhino Expands its Brand to “Narrative-Driven” Clothing.

In the words of creative director Joey A.X. on the Rhino Society website, “The world doesn’t need another ‘logo on a t-shirt brand.’” Indeed, when one becomes a member of the Rhino Society, there are also logos on hoodies, hats, socks, sweats, and a duffle bag. In time, accessories and home goods will be added to the inventory.

The Rhino Society is the gentleman’s club empire Spearmint Rhino’s latest venture and its first foray into fashion merchandise. But Joey A.X assures that “’Rhino Society’ wasn’t created to be some fucking merch line.” Instead, he explains, the world of the Rhino Society aims higher. “The concept is and always will be a living, wearable, narrative-driven project, one that follows the origin story of the world’s greatest and largest gentleman’s empire: Spearmint Rhino.”

What that means in relation to being “narrative-driven” is that Collection One Winter 2024 invites Spearmint Rhino enthusiasts to imagine themselves in Los Angeles, 1989, as the first club in the franchise opens. A.X. has brought his experience working for Puma, Versace, and other household streetwear brands to Rhino Society to move it past being mere purchase-ables to telling a story through fashion. Through its 1989 aesthetic web art, this season’s story tells of a beautiful Hollywood hopeful who dances at the first Spearmint Rhino.

Over time, the story will evolve along with the club. The Season One release is called “Lost Angeles: Noir Nightmares & Neon Dreams.” New designers, new cities, and new characters await, with the first lookbook shot in a late 1980s adult magazine style by photographer Maxwell Reichert and director Evan Hamilton.

Currently available exclusively through the Rhino Society website, Spearmint Rhino official merchandise will become more convenient as pop-ups featuring A-list fashion collaborator collections and exclusive drops in Los Angeles, Las Vegas, Dallas, New York City, and elsewhere.

“Rhino Society isn’t just fashion; it’s an ethos,” Kathy Vercher, president of Spearmint Rhino stated in a company press release. “We’re channeling our legacy of paralleled entertainment into creating a lifestyle brand that invites our audience to embrace the fullness of life’s experiences.”