Philly fusion: Joshua Lang merges sound and style with local brand

Joshua Lang has successfully married his two passions to create one local brand that looks as good as it sounds. 

BWC Sounds and Garments is the brainchild of Lang, an idea that originated about six years ago and has since thrived throughout the underground live music scene in Philly and beyond. 

BWC Garments is a cut and sew menswear brand spreading love through fashion, photography, and music. BWC Sounds is a music and event sector that includes series of specially curated mixes, special events, musical showcases and exhibitions. 

Lang’s passion project started when the New Jersey native posted a mock up T-shirt design online and it received an overwhelming reaction from friends and family.  

“It was a cool feeling to see people actually like something I had made. I fell in love with that feeling,” recalls Lang. 

From there, he started on his journey of clothing design. He traveled from New York’s garment district and learned how to make clothes from scratch. After moving to Philadelphia in 2012, Lang made the BWC brand official, starting with BWC Garments. He designed clothes and created collections, and quickly made a name for himself.

Three years after starting BWC Garments, the idea of BWC Sounds came alive. 

“I started DJ-ing my own clothing pop ups,” said Lang. “I kind of knew I could control the vibe fully.”

For his clothing releases, Lang would regularly host pop up events and would hire DJs, but soon realized with his love for music, he could DJ his own event.

He pays homage to the label, ‘Soulection‘ in Los Angeles, where Lang interned and went on tour with artists. He says he then brought that knowledge to Philadelphia to help create his own style. 

During Lang’s first official DJ-ing event, Hip-Hop artist, the late Mac Miller made an appearance. 

“From that moment on is when things got pretty crazy, I realized I have something special here. I need to keep building this on the apparel and the music side of BWC,” said Lang. 

Lang is quick to explain that it’s more than just a dance party—the audience consists of creatives, entrepreneurs, artists and musicians. Everyone comes together and creates a melting pot for the city, and additionally creates everlasting connections. 

“These events aren’t a rave or some crazy event. It’s a very eclectic, sexy, beautiful experience. I really feel like we filled in a gap within this city,” said Lang. 

Throughout the years of working on BWC, Lang has had multiple friends help him establish the brand, curate media, assist with storytelling, help set up events, and get sponsorships. The BWC team has now grown to 5 members—his business partner DJ Sylo, aka Brady Ettinger, a newly hired program manager, a full time graphic designer and a brand manager.  

Lang also works as the music curator and director at the W Hotel in Center City. And beginning May 27, BWC Sounds will host its summer series, Cosmic Rhythms, a biweekly event at Cherry Street Pier.