BOYS LIE LAUNCH CAPSULE COLLECTION IN COLLABORATION WITH MEGAN MORONEY
Luxury streetwear brand Boys Lie, known for curating community-driven collections with an emphasis on craftsmanship, is breaking the internet once again, with the announcement of their latest highly-anticipated collaboration. Co-founders Tori Robinson and Leah O’Malley tapped rising country songstress Megan Moroney for an exclusive sweat-set that redefines casual cool, and will be a must-have closet staple for any fashion enthusiast looking to send a sly message through their clothing selections this summer.
Launching in synchrony with Moroney’s upcoming album Am I Okay?, that dropped on July 12, the limited-edition capsule features a snug hoodie and matching sweatpants adorned with the catchy slogan “Houston, He’s a Problem” - a nod to the country crooner’s single, “Man On the Moon.” The set effortlessly blends Megan’s distinctive country vibes with Boys Lie’s trademark playful aesthetic, merging two unlikely audiences in the most authentic of ways.
Although Megan sings about red flags, this collaboration had nothing but green ones from the get go. “I’ve always loved Boys Lie! I’ve been wearing it since college, and it was a dream to collaborate with Tori and Leah,” the artist tells Numero, ahead of the launch. “My ‘Houston, He’s a Problem” set is based on my visualizer for ‘Man On the Moon,’ and it feels like the perfect mix of my brand and theirs.
Of the development process, Megan adds: “Working alongside my creative director CeCe Dawson and Tori on the design, and then shooting this set, was so much fun.”
The highly-anticipated capsule dropped on July 15. Tori and Leah spoke to Numero about the release, and what fans can expect from the synchronized cowgirl-inspired collection. The alignment is clear for Megan too, who adds in agreement: “Send the boys who lie to the moon!”
Why was Megan the perfect person to tap for a summer collaboration?
Megan has a rizz about her that aligns a lot with the Boys Lie brand. She has a way of sharing her heart with empowerment, vulnerability and a little bit of sass, which is something the world and our team admires her for. I think a country music collaboration is a little bit unexpected for Boys Lie to do, which is another reason we loved the idea of it, and Megan being who Megan is, it just made sense. Her “emo cowgirl” aesthetic, candid charisma, and girly charm speaks directly to our community, and we’re stoked about the synergy. The Boys Lie brand was built on heartbreak and Megan’s songwriting has a special way of relaying the universal feeling of heartbreak through her witty lyrics. She’s a storyteller, just like us.
What most excites you about the synergy between both of your fandoms?
Traditionally, our industries are different and our audiences are very unique. However, by collaborating, we’re carving out a new niche of music lovers and fashion consumers who share the same enthusiasm for community-driven messaging by the content they consume. Both fandoms are so in sync because of the emotional ethos and personal connections to both Boys Lie and Megan Moroney. There is so much passion and dedication behind both fanbases, and we’re so excited to see how much they love the collaborative set! We hope they feel empowered, emboldened, and carefree all summer long, while embracing the aura of casual chic - with a side of cowgirl.
Why do you feel like Megan’s audience will especially gravitate towards the set?
Megan’s audience will be drawn to the sweatset because it embodies her unique blend of country roots with her modern edge. While Megan is known for her talent in music, she is also so creative when it comes to her visualizers, music videos and ideas. We wanted to tie that into this set and we did just that! She is charting a new wave of country music and followers, and we look forward to supporting her along the way and tapping into this emerging audience base.
What was the design process like and how did everything flow creatively when bringing this together?
The graphics were largely inspired by Megan’s single “Man On the Moon” - playing into the space cowgirl theme was really playful and fun, and allowed us to bring Megan’s lyrics to life through inspired designs. Working in tandem with her to channel storytelling and narration through the collection was a really fun and creatively stimulating process. Tapping Sam Dameshek for the campaign really tied everything all together, as his innovative touch and distinct vintage feel brought everything to life even better than we could have imagined.
What key elements of Megan’s emo cowgirl country aesthetic did you infuse into the line?
We infused Megan's emo cowgirl country aesthetic into the collaboration by incorporating the graphic from her latest single, “Man On The Moon,” where Megan holds a red flag while on the moon - she’s so clever. We adore all of the meanings in her music - the less subtle ones, and the ones embedded through her catchy phrasing - and we share a lot of commonalities as we typically integrate poetry and sassy symbolism into our graphics as well. Again, this plays into the commonalities between our Boys Lie brand, and Megan’s personal brand. We also loved the vintage-inspired graphic mood approach and the deeper blue color palette that aligned with her emo cowgirl aesthetic. Although blue can often be associated with sadness, we’re reclaiming the color and turning our blues into hues of bold ambition. Megan is both girly and a cowgirl, so we reflected that the best we could in this set!
How do you want the Boys Lie community to distinctly feel when wearing this set?
When wearing this set, we hope our Boys Lie community feels not only stylish but also empowered by the references to the messaging behind Megan Moroney’s song, “Man On The Moon.” This track is all about recognizing your own value and having the strength to walk away from a situation that no longer serves you—a message that resonates deeply with Boys Lie’s ethos. By incorporating this reference into the sweatset, our goal is to inspire whoever wears it to remember.. he’s the problem.
