Started by musician Erik Hart and photographer Elliot Hans in 2003, Morphine Generation is an elevated casual collection inspired by music. But, Morphine Generation's guitar hero isn't a mohawked, leather-n-buckle clad caricature. Morphine Generation's edge is alternative at heart, with an ease about it. It's rock and roll energy tempered by a photographer's appreciation for detail and restraint. Overall, the clothes are relaxed with uncomplicated interpretations of drape and body conscious trends. The mood for the men's collection isn't the band on stage during the performance, it's the band in the garage writing the songs. For women, it's similar with a few headliner pieces in the mix, like the Alex Dress and cropped Mini Jacket.

Hart's artwork and musical taste for alternative is expressed in the tees, referencing a classic in "Love Will Tear Us Apart," Joy Division's final offering before the band moved on post-Ian Curtis as New Order, and "Protect Me From What I Want" from the 2003 Placebo album Sleeping with Ghosts. Good taste in music and good taste in clothes, the two always go hand in hand, don't they?