Branding for the new label has been created by 101 founding partner Mark Elwood, working with John Brown Media managing director Alex Silcox.
The label name was suggested by Weller, who says, ‘The name comes from a line I heard somewhere: “Real stars are rare… They only come out at night”.
‘Make of that what you will, but I like it and there’s a lot of truth in it.’
Elwood says he has been working on the branding project for around a year and aimed to instill ‘a start-up mentality’.
He says, ‘The look is all about attention to detail – for the branding all we’ve done is listened a lot to what Paul and Phil were saying and translated that into the identity.’
A lookbook and website have been created, with images by photographer Simon Crane, and clothing labels and other brand touchpoints developed.
The label is launching to trade this month, and will be available to consumers towards the end of the year.
Weller says, ‘Through music and clothes I was able to peek at new worlds and ways of thinking, imagining, new prospects and possibilities. Clothes and music, music and clothes, for me they go hand-in-hand.’