Oli Sykes’ style evolution is a generation-defining mood

At the time of publishing, Bring Me The Horizon singer Oli Sykes has just 17 Instagram photos, each with a strong fashion focus. 

The Sheffield scene kid turned chart-topping mega star has always had a fierce sense of style, having founded his own clothing label, Drop Dead, back in 2005.

Inspired by ‘Internet culture, life on the road and an ever-evolving taste in music and art’, Drop Dead has offered BMTH fans a window into Oli’s own transformative take on fashion since its inception.

Even though the brand has naturally evolved into a clothing power house, with a whole in-house team there to take the reigns, the marks of Oli’s interest in street wear and designer threads is all over the recent campaigns and collections.

Love From Hell by Drop Dead Clothing

Most recently at Lollapalooza in Brazil, Oli credited Jacob Harry Carter for his heavily customised jacket, featured on the designer’s Instagram with a more detailed look at the piece’s pinned patches and inked illustrations.

Carter was also responsible for the hand sewn Death Jumpsuit, posted to Drop Dead’s Instagram in February. A breathtakingly disastrous boiler suit, modelled by Oli and custom-made for the brave hearted.


Since cementing the chart-topping evolution of Bring Me The Horizon with 2019’s ‘amo’, Oli has taken every opportunity to make a statement with his look.

At the 61st Annual Grammy Awards in February 2019, the band hit the red carpet in floral suits by independent British luxury brand, Joshua Kane. At the after party, Oli switched in a Cannibal Corpse shirt, accompanied by a backstage photo with the Backstreet Boys.

For BMTH’s Kerrang! Magazine cover shoot in January, Oli served up some Balenciaga style envy, again teaming his designer prints with a black band shirt.

In March, the musician looked to American label Keenkee for his now-staple shirt, a short-sleeved floral option. The brand’s Opening Ceremony collection is a good place to start if you’re new to their threads.

Whether it’s intentional or not, the impact of Oli’s style choices can be seen across the band’s fanbase. Even if he isn’t making a conscious effort to ‘up his fashion game’, his choice to champion independent British brands, up-and-coming designers and even big-name fashion houses, only compliments BMTH’s defiance against genre boundaries.

If you’re looking where to start with Drop Dead’s current pieces, here’s our suggestions:


Keep an eye on Drop Dead’s socials for limited edition drops.

Bring Me The Horizon released ‘amo’ in 2019 and tour Australia this month, with support from You Me At Six, Frank Carter & the Rattlesnakes and Trophy Eyes.

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