In the early 1990s when Auckland band Supergroove began their musical careers, the mainstream airwaves favoured the music of foreign artists over that of New Zealand musicians, meaning that bands had to garner their own fan base before they got any radio play. One of Supergroove’s strategies to set themselves apart was to create a very strong brand for themselves, which they did using colour.
Guitarist Ben Sciascia created their red, white and black logo based on the Airfix logo, which prominently adorns their stage attire. Feline made a hoody, sweater and trousers for each member of the group. Their distinctive mix of colours was carried over to their tour posters and album covers. They even stuck to this colour palette for their music videos – watch the music video for "You Gotta Know" on NZ On Screen.
Clearly their strategies were effective as their debut album went platinum in New Zealand in 1994.
Read more about wearing the colour black in the New Zealand Fashion Museum publication Black: The history of black in fashion, society and culture in New Zealand.