About WTG

At Wear the Groove, we believe electronic music is more than just sound—it’s a powerful force that connects, moves, and unites people. Yet, in a world where music is often reduced to algorithms and follower counts, the true spirit of electronic music culture risks being overshadowed. We’re here to change that.

Our Why

We started Wear the Groove to reclaim and amplify the soul of electronic music, creating a space where passion, authenticity, and artistry come before metrics and commercial trends. Electronic music should be felt, shared, and celebrated without limits—and we’re building a universe where that’s possible.

We exist to give fans and artists alike a place to connect deeply with the music they love. Our goal is to empower artists, support genuine creativity, and build a community where electronic music thrives, free from superficial pressures.

Our Mission

Wear the Groove is here to integrate this connection into everyday life through innovative products, immersive experiences, and a supportive community. Our mission is to bring people closer to electronic music, not only in the physical world but across digital and virtual realms, creating a universe that transcends the typical music experience.

Our Story

Wear the Groove was born in July 2023 as an Instagram account created by an Argentinian electronic music fan who has been living in Australia since 2017. His journey with electronic music began in the 90s, where he was captivated by the sounds of bands like Pet Shop Boys, Depeche Mode, The Cure, Technotronic, and local electronic music artists like DJ Dero.

As the years passed, his love for the genre deepened, leading him to the vibrant club scene in Buenos Aires in the early 2000s. It was there, at iconic venues like Pacha and at legendary events like Creamfields, SAMC, Southfest and Moonpark, that he experienced the electrifying performances of artists like Fatboy Slim, Basement Jaxx, Luke Chable, Hernán Cattáneo, Anthony Pappa, Sasha, John Digweed, Nick Warren, Chemical Brothers, Underworld, Unkle, Steve Lawler, Sander Kleinenberg, Layo & Bushwacka!, Tiga, Tiësto, Ferry Corstein and many more.
 
Wear the Groove was created as a way to share his passion for electronic music with the world. As he began creating and sharing content about the music that had shaped his life journey, he also started uncovering the challenges facing the industry—issues that seemed to drift further from the music’s roots. Driven by a desire to bring electronic music back to its essence while looking forward, he began envisioning a brand that would honour the genre’s origins and innovate its future.
 
Our Vision

Wear the Groove was founded on the belief that electronic music should be experienced in its purest form—raw, unfiltered, and free from superficial metrics. We envision a world where music is more than a commodity; it’s a way of life, a culture, and a shared language that transcends borders. Our vision is to reclaim and amplify the soul of electronic music, creating a universe that values artistry, passion, and connection above all else.

As a pioneering brand, we aim to unite music, fashion, and technology in ways that empower true self-expression and build a community where every fan and artist has a voice. Wear the Groove offers new ways to experience and celebrate electronic music, merging physical and digital realms to keep the music’s essence alive in everyday life.

The WTG Universe

Welcome to the WTG Universe—the heart of Wear the Groove's vision, an ever-expanding digital ecosystem where electronic music, fashion, and technology collide. In this world, fans and artists connect, create, and experience electronic music in groundbreaking ways, forming a universe that goes beyond traditional platforms.

We are currently in the Genesis Era, where we’re building the foundation with a community of electronic music enthusiasts, visionaries, and innovators who will shape the future of Wear the Groove. By joining the WTG Club, you step into this universe as a pioneer, gaining access to exclusive products and the power to influence the direction of the brand.

Future eras will bring new chapters—virtual spaces, interactive experiences, and innovative products—all designed to deepen the connection between music, culture, and community. Wear the Groove is more than just a brand; it’s a shared journey where the community plays a central role in crafting the future of electronic music culture.

Join Us on This Journey

We invite you to join Wear the Groove as we redefine the intersection of electronic music, fashion, and technology. Together, we’re creating a universe that transcends boundaries and reinvents how we experience music in our daily lives.

This is more than fashion, more than technology. This is a movement to reclaim the soul of electronic music. Be part of it and help us shape the future of electronic music culture.