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Digital Dreams Festival 2016: exclusive fashion and event preview

June 23, 2016
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By Hannah Yakobi and Katia Ostapets
Photography by / courtesy of Bud Light Digital Dreams

With the Digital Dreams Festival around the corner, FAJO wanted to offer an exclusive preview to its readers about what’s new at the event this year.

Sponsored by Bud Light, the festival is the largest electronic dance music event of its kind in Canada. In its fifth year, Digital Dreams will be held on July 2 and 3 at The Flats at Ontario Place in Toronto.

The festival has several collaborations with local fashion and lifestyle brands, including Peace Collective and Vitaly Design, that have developed a strong Canadian culture around the event.

One of the key performers that weekend is the renowned Armin van Buuren, who FAJO exclusively interviewed and featured on its cover several years ago.

In advance of the event, FAJO chatted with the festival’s marketing manager Kyle Standaert to learn more about what’s lined up this year.

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How would you describe the Digital Dreams clothing style and how is it different from other festivals?

Our clothing style is Toronto urban. We took a different approach this year by using a fully outsourced model for our festival merchandise.

In most cases, a festival will create its own festival gear internally to sell to its fans. In contrast, our method was to team up with popular local clothing companies to design merchandise that was a fusion of their own brand, as well as the Bud Light Digital Dreams brand.

How is Digital Dreams’ “strong Canadian culture” evident during the event?

Bud Light Digital Dreams is hosted at The Flats at Ontario Place, a popular attraction of recent Canadian past. After fans walk through the gates of OP, they join Canada’s largest electronic dance music festival.

The real entrenchment of Canadian culture comes from the festival being held on Canada Day weekend, as well as our annual fireworks celebration. I think it’s safe to say our Canadian culture runs deep and strong.

What do you predict to be the top 5-10 fashion styles for this year’s festival?

  • Our own festival merchandise: DD x Peace Collective Tank Tops, DD x LTD Hats, DD x Vitaly Spaceman Pendants
  • Flower crowns
  • LED sneakers
  • Lots of black clothing at the Echo Beach stage
  • Lots of colourful clothing at the Dreams and Bacardi stage

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Why did Digital Dreams decide to collaborate with other clothing and accessories brands?

Rooting ourselves deep within Toronto culture is what helped give the festival its start and success. For that, we’re forever grateful, and felt obligated to pay it forward.

By aligning Bud Light Digital Dreams with other local brands, we hope to share the spotlight and bring others the success we graciously received ourselves.

How did you end up choosing the Peace Collective and Vitaly Designs?

With a slogan “Home Is Toronto”, Peace Collective was a no-brainer to work with.

As for Vitaly, they’ve worked closely with other DJs and brands in the industry. Not to mention their products are just plain awesome.

How would you describe the final pieces?

I’d describe the final pieces as a secret. We have a few more items to release, so stay tuned for what’s coming next!

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