The Cleveland Cavaliers and Machine Gun Kelly’s UN/DN LAQR have launched a nail polish collection featuring customized Cavs-inspired colors and nail decals. Named after Cavs basketball motifs, the collection’s three custom colors include: “216” (matte black), Larry O (gold) and “Let Em Know” (burgundy wine). Fans can purchase the collection exclusively at the Cavs’ newly redesigned team shop, Center Court,” inside of Rocket Mortgage FieldHouse.
Launched in 2021, UN/DN LAQR is a genderless nail polish brand created by Machine Gun Kelly in partnership with Unlisted Brand Lab. Unlisted Brand Lab is a brand incubator co-founded by Candy Harris, a long-time marketing leader and former CMO of Stance Socks, and Steve Astephen, a recognized agent and founder of The Familie.
“I don’t like to just stop at clothes when it comes to expressing who I am,” Machine Gun Kelly said on founding UN/DN LAQR. “Nail polish serves as a true vessel of self-expression–I can express myself one way today and do it all again tomorrow with something different. When I do my nails, that’s me wearing my own thoughts and making a statement. To me, polish is not just a color, it’s an intention. Every color has a purpose.”
With Machine Gun Kelly’s music career beginning in Cleveland, the Cavs partnership was a natural extension for UN/DN LAQR. The partnership also highlights how the Cavs are carving out a modernized brand identity through their newly designed team shop. Designed in collaboration with Cleveland-born artist, Daniel Arshem’s design practice, Snarkitecture, the natural light drenched space spans 6,700 square feet and features Arsham-inspired design elements, including a two-story tall art piece inspired by a children’s marble run toy.
In developing a new brand identity, the Cavs are creating a playbook other teams can follow. Turning to local artists to provide unique design elements showcases the organic range and excitement behind a team.
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