London-based entrepreneur BJ Cunningham launched DEATH™ Cigarettes 30 years ago, creating smoking products emblazoned with the universal symbol of poison and disease, it stood for “The Truth” in a market riddled with fear, hypocrisy and lies. The message was simple: Smoking kills. Given that information, if you choose to smoke, it’s your funeral. DEATH™ was a protest. The brand now unveils a new aesthetic and streetwear offering that captures the uncompromising stoic-spirit of the iconic DEATH™ brand, bringing back to life the label’s powerful imagery across signature streetwear shapes crafted from custom-developed fabrics.