4LoveAndMoney is rooted in grime culture and every collection explores and celebrates the scene. It was started by grime DJ, Ordio Kid, who had fallen in love with the music from when he first heard Dizzee Rascal’s “I Love You,” his journey soon took him from bedroom DJ to spinning at the biggest London raves, where the feds were just around the corner to shut them down. This love for the music has led to the brand pushing past the merchandise apparel of the scene to explore the lyrics and the times in which they laced.

Informing principles of balance; or the idea that “what you love can also be what you earn from”, 4LoveAndMoney captures the ambitious essence of the scene’s beginnings, whilst illustrating the struggle for the MC/Producer and most people on God’s earth.