BTX × NoiseRecords — منشأ (Genesis) (Winter 2023)
BTX × NoiseRecords — منشأ (Genesis) marked a groundbreaking collaboration that merged music, technology, and fashion into one concept: the first album on a sweatshirt.
The drop introduced an interactive experience where wearers could unlock exclusive music and animations by scanning the QR code sewn into the sweatshirt label. Each track came to life through augmented visuals — activated by pointing your camera at the globe icon printed on the front.
Beyond innovation, the collection paid tribute to unity and creative power within the Arab world. The sweatshirt’s back design honored a vision of a borderless region spearheading global culture and music, adorned with custom calligraphic stamps representing each nation across the Middle East and North Africa.
This drop was more than apparel — it was a wearable canvas for collaboration, identity, and sound.
