The Rolling Stones are revisiting their visual legacy through a new lens, teaming with Los Angeles-based label Paly on a capsule that blends archive and design.
Developed in partnership with Universal Music Group’s merchandising arm Bravado, the limited-edition collection draws from the band’s six-decade archive, reinterpreting iconic motifs like the band’s signature tongue logo through Paly’s narrative-driven approach.
The 10-piece capsule of T-shirts, hoodies and accessories debuted Friday on palyhollywood.com, before hitting retail exclusively at H. Lorenzo in L.A. on Saturday, followed by a European launch at Selfridges on April 27. It’s priced between $295 and $850.
“The Stones [are] the perfect marriage between James and my taste,” said Paly designer Kyle Lindgren, referring to his creative partnership with actor and filmmaker James Franco. “James being a storyteller and an author…and then from my side, just being a connoisseur of fashion and vintage. It was just a nice overall marriage between personal tastes.”
A first look at Paly x The Rolling Stones.
Courtesy of Paly
The collaboration stemmed from an earlier introduction through Selfridges, which had initially tapped Paly for its Summer of Sound program before the project evolved into a direct partnership with Bravado and The Rolling Stones.
Founded during the COVID-19 pandemic by Lindgren and Franco, Paly emerged from an experimental collaboration between Franco’s prolific drawing habit and Lindgren’s interest in vintage garments and design. It began as a small run of T-shirts shared among friends before evolving into a business, gaining early traction through independent retailers in L.A. The brand has since built a global wholesale presence and collaborated with cultural estates and institutions, including projects tied to “Wuthering Heights” as well as figures like Elvis Presley, Natalie Wood and James Dean. Actor Jacob Elordi is among its fans, seen in the brand’s designs.
“While I can’t share exact numbers,” Lindgren said of Paly’s performance, “our collaborations consistently sell out quickly.”
A first look at Paly x The Rolling Stones.
Courtesy of Paly
The Rolling Stones capsule leans heavily on research, archival and material exploration, Lindgren said.
His design process began with studying vintage band T-shirts, often filtering resale platforms for the most valuable and collectible pieces, as a way to understand what made them resonate. He then builds from an extensive archive of Franco’s drawings — “to date, there’s probably 15 to 20,000,” he said.
From there, the team worked to create vintage finishes through a mix of custom dyeing, wash treatments, distressing and print techniques.
“There was a certain orange and a certain lavender-blue color that I became fixated on,” Lindgren said, noting that achieving the desired tones required multiple rounds of sampling to replicate the nuanced fading seen in vintage garments. The collection also incorporates hand-drawn graphics that mimic Sharpie markings and embellishments like rhinestones.
“With each piece, there’s a story,” Lindgren said.
A first look at Paly x The Rolling Stones.
Courtesy of Paly
