Death Cigarettes

When DEATH™ Cigarettes launched in the early ’90s, covered with health warnings and emblazoned with the universal symbol of poison and disease, it stood for “The Truth” in a market riddled with fear, hypocrisy and lies. DEATH™ was a protest; a phenomenal brand success and a vainglorious business failure. Death and Glory. Don Quixote. David against Goliath and all his mates. Following a titanic battle in the European Court of Justice, facing off every Member State (except Spain and Portugal) and every major Tobacco Company, DEATH™ ultimately kept its ‘money-back guarantee’ promise to itself: “Too Bad You’re Gonna Die”. Cut to now. The reincarnation DEATH™ Cigarettes as a streetwear label, built upon the uncompromising promise of the original and iconic DEATH™ brand is timely and relevant. We still live in a world of fear, hypocrisy and lies. If anything things have got worse. Inspired by the late great Tupac "2Pac" Shakur wearing a DEATH™ shirt in a famous photograph with Biggie Smalls, the resurrection of DEATH™ embraces the maverick, the outsider, the rebel, the activist, the game changer, the catalyst, the mischievous, the exceptional, the brave. The times they are a-changin’, but the song remains the same: “Too Bad You’re Gonna Die”.