The Itch share new single, ‘Planned Obsolescence’, their first taste of new music since the April 2026 release of debut album It’s The Hope That Kills You.
A cornerstone of The Itch’s live set for some time now, ‘Planned Obsolescence’ sees capitalism-induced existentialism exorcised over a fusion of big beat and electroclash influences.
“The song itself is about things being designed to break and the feeling that we’re all being built to wear out too; eventually we all become as replaceable as our gadgets,” Simon and Georgia say of the track. “But in the meantime, we can make pretend, have fun until time’s up. It’s a song for people always saying ‘One day…’ but that day never comes.”
Listen to ‘Planned Obsolenscence’ on Sport Playlists New Releases.
‘Planned Obsolescence’ follows September’s release of ‘It’s The Hope That Kills You (Hopeless Version)’. The first studio recording that Simon and Georgia have put together with The Itch’s full live band; ‘It’s The Hope That Kills You (Hopeless Version)’ reflects the evolution that the titular track from their debut album has undergone during The Itch’s time on the road.
Debut LP It’s The Hope That Kills You arrived in April 2026 in a collaborative record deal between Fiction Records and I OH YOU. Over the course of an album which finds harmony in juxtaposition, Simon & Georgia pool a hundred different touchstones to create something entirely singular; pairing undulating dancefloor fillers with disenchanted pop songwriting to make for a debut offering which is both a product of and an antidote to an age of pessimism. Remixes for each of ITHTKY’s singles have seen The Itch teaming up with The Twins, 1-800 GIRLS and Tom Sharkett.
2026 has seen The Itch gracing festival bills across the UK and Europe, including stops at Green Man, Forwards, The Great Escape, Haldern, Mutations and Dot to Dot. The duo’s Green Man appearance filled the Rising Stage to capacity during their Sunday night headline slot, before taking to the DJ decks alongside Hot Chip’s Alexis Taylor, Fcukers and Another Country $$$$ for a surprise late-night set.
