About Urbanears. Listen to yourself Urbanears is a creative lifestyle brand from Stockholm, Sweden, that’s been revolutionizing the headphone industry since 2009 by turning headphones into by Tove Lo. a fashion accessory. We have built our success upon a few simple ingredients; simplistic design, innovative features Stockholm, Sweden — Sept. 13, 2018 Tove Lo collaboration. and lots and lots of color. Today we deliver creative and colorful sound to — Today, Urbanears introduces its new Tove Lo was inspired to collaborate people in over 60 countries worldwide. campaign “Listen to yourself”, a new brand with Urbanears because, with so much We believe in empowering people to initiative for creative minds who listen to influence from the outside world, she express themselves through fashion- their inner voice and make this voice their believes it is difficult to keep a clear and able electronics, and are committed guide. A stage for those curious souls who free mind, able to wander on its own. to champion radical creativity at the intersection of music, fashion and tech- squeeze the most color out of life and Headphones and music can create nology by collaborating with present & like to express their unique personalities. that safe space – listening to music can future icons to create new and immer- Collaborating with different artists, Tove change a mood and bring out impor- sive product & brand experiences. Lo being the first, Urbanears will provide tant emotions. Those emotions, for its products as a blank canvas to each Tove Lo, are empowering to her fans. About Tove Lo. creative, allowing them to express them- selves in how they recreate the design. “My intention is very rarely political. I just Tove Lo, also from Stockholm, is an speak my mind and make sure that my artist, songwriter and visual pro- fans know where I stand. I won’t back vocateur. She is celebrated for her “darker” approach to upbeat pop Campaign video. away from something just because it’s music, focusing her writing and art on Listen to yourself by Tove Lo. seen as provocative or wrong by people I the highs and lows of love’s labor’s lost. don’t share views with,” explained Tove Lo. Tove Lo is boldly unedited, proud to Urbanears’ partnership with Tove Lo “It’s when you start to polish the corners be re-writing the rules of pop-starlet enables her to use the brand’s products to of yourself to not offend anyone that you engagement and has made a name for creatively and artistically express herself. lose your voice. And we need voices now.” herself as an award-winning performer Tove Lo created a customized and person- and Grammy-nominated songwriter. Tove Lo began her journey writing poetry alized range of Urbanears products that Tove Lo created three custom products, stemming from the current product line, and short stories at a young age and is bring the “Listen to yourself” message to now co-writing songs for some of the including Plattan 2 Bluetooth, Stammen life, creating a meaningful and impactful biggest names in the music industry. In pop cultural moment through design. and Baggen. Tove Lo created an all glitter only four years, Tove Lo has released one headphone and a disco-themed speaker. EP and three studio albums, produced “For me, the campaign is about daring Inspiration for these products derived from and released two short films, with another to listen to your gut feeling – the honest the singer’s popular song, “Disco Tits”. on the way, has featured on tracks with some of music’s biggest names (Coldplay, feeling about what you want and who you “‘Disco Tits’ was a clear inspiration,” Flume, Alesso, and more), and established are that comes from inside you,” said Tove herself as an incendiary live performer, Tove Lo laughed. “I’m a typical ‘dance Lo. “I think most of us spend too much time commanding massive stages all over the listening to the outside – ‘what will people your tears away’ kind of person and a world – and she’s only just getting started. think’ and all that. The thing is, other peo- lot of my music has that feel to it. So, ple’s validation will never complete you.” using materials like glitter and disco ball mirrors ties into that really well.” Listen to yourself. icons. The colorful urban voices in the street we love to listen to. Those creators Press contact. With style and minimalism at the core of of style that are using their inner voice as United States, Max Borges our identity, Urbanears headphones and tools to express their ideas and ideals. speakers are a canvas for self-expression. Valerie Fuentes “Tove Lo is the perfect artist to kick off [email protected] “The ‘Listen to yourself’ campaign will this campaign based on self-expression start with Tove Lo, but hopefully, become United Kingdom, Sane Communications and being your true self,” said Ida Hol- Felix O’Sullivan a movement,” said Ida Holmen, Global men, Global PR Manager. “Not only is [email protected] PR Manager. “Urbanears has minimalism Tove Lo from where Urbanears was born, France, North Communication and functional design rooted in its DNA. but also, in her songs, she often sings This minimalism is what will give the Lola Bernadini about being unapologetic about who [email protected] artists their blank canvas to work off. We you are and what you’re feeling, which created this initiative for all the creative is the very essence of this campaign.” Germany, Silk Relations minds who, in their everyday life, express Patrick Chodura themselves through their technology and For more information on the “Listen to [email protected] yourself” campaign and all of Urbanears’ don’t let the technology define them.” Sweden, Patriksson Communication product offerings, visit Urbanears.com Urbanears is committed to champion Lisa Dixdotter and “like” and follow @Urbanears on [email protected] radical creativity at the intersection Twitter, Instagram and Facebook. of music, fashion and technology by International and all other press, Ida collaborating with present and future Holmen, Urbanears [email protected]