How To Dress Well‘s 2012 album Total Loss has rightly been hailed as one of the year’s best albums; single “& It Was U” provides a glimpse of why. A sparse reinvention of classic 80s R n’ B, it builds into to a satisfying bounce intelligently, without relying on over the top instrumentation or atmospherics.

Today we get a pretty video for “& It Was U” produced by Urban Outfitters as a part of its UO Music Video Series.

If the irony of this pairing is lost on you, refer to the long gone days of Septmember 2012, when How To Dress Well (aka Tom Krell) told the the Guardian,

“There’s a lot of indie R&B circulating: it’s ready to be played in Urban Outfitters … not experienced in any meaningful way.”

Times change, people change, and contradiction is certainly allowed–particularly if the music made in its wake is stellar. That said, it’s hard not to find a bit of comedy in Krell’s new production partner.