Not content with opening a slick new store (based on London's iconic '60s boutique Biba) last month in Paris' Haut Marais district, jeanswear label April 77 [6] is looking to turn its rock 'n roll aesthetic into a vinyl reality with the launch of its own label, April 77 Records [7].

Founder Brice Partouche has never made the brand's roots a secret. He's always seen April 77 more as an attitude or a lifestyle than simply a fashion label, and his obsession with bands such as The Ramones and The Attractions has informed 77's unique look from the outset, inspiring jean models such as the super-skinny "Joey" and the straight-leg "Costello." In fact, each pair of jeans comes equipped for an impromptu strum session, with a pick fitted in its very own pocket.

The official leap into music comes as no surprise then. Looking to promote up-and-coming acts such as Neils Children [8] and The Red Hearts [9], the brand wanted to offer something unique. Consequently, all of the label's 7-inch releases will feature a scratch code linked to free downloads from their "Band of the Month," and they're also launching a separate April 77 Records clothing label, with each item again stamped with a unique code to access their latest offerings.

In addition, coinciding with the debut of April 77's new recording arm comes the release of a limited-edition box set, a tribute to the legendary British independent Domino Records [10]—home to The Kills, Arctic Monkeys and Franz Ferdinand, among others. Alongside a well-chosen compilation of Domino's finest singles, the box set also contains a rather smart "Manchester" pique polo and the aforementioned signature guitar pick. As Brice himself puts it, "We used to be about music, now we are music."

—Lena Dystant