Asap Rocky Adidas
I noticed the Rocky has been on the move in a major way with his recent imprint AWGE.
This step is noticeable and asking more of him as a creative within the most potent culture. Expressed directly and for a bigger purpose than pushing himself into the spotlight. Asap Rocky Adidas
Rocky collaborates with Ian Connor, Playboi Carti, and Luke Sabbat to name a few.
Definitely, it feels like art for the sake of expression. They’ve found an aesthetic and pressed forward with it in a vein similar to the influences he’s cited regularly. Master P’s No Limit and Houston’s DJ Screw. This is the same but on a higher level, the opportunity to reach more viewers and thus influence taste has never been higher.
This is what happens when someone that understands aesthetic has the money and time to build creatively. It reminds me of all that went into making Kanye’s MBDTF one of his most celebrated and in-depth works. All facets led to the experience of the music being phenomenal. And although Rocky isn’t as respected as a musician, he definitely has all the tools to make impact and influence visually.
Let’s take a dive and understand what’s likely to happen and where the movement could take us next.
Furthermore, in October of the same year, in the run up to the launch of Cozy Tapes Vol. The film, a partnership with Red Bull, was a contemporary reworking of the cult French movie La Haine, shot by frequent A$AP Mob collaborator, Dexter Navy, and featuring London grime artist Skepta. The film was AWGE bending its muscle, an exercise in expression. It is most noteworthy as the inaugural project of the AWGE collective, the secret cabal of artists, stylists, and creators of A$ AP Rocky while, in and of itself, this undertaking was an important time for the artist individuality. Fast forward two years and AWGE has stayed, by-and-large, a mysterious thing to those who have followed the A$AP Mob. While AP affiliate Ian Connor often shouted out the collective, he remained quiet. Since their first job, the collective’s emblem has been seen in connection with nearly all the Mob’s creative endeavors. The site’s”About” section clearly lists the integral members of the AWGE team. Besides Robert Gallardo and Ian Connor, contributors are listed alongside their creative roles: Matt Henson — Fashion, Shane Gonzales — Design, Kamil Abbas — Creative, Hidjifilms — Video, Ben Baller — Jewellery, Hec Lunas Frans — Producers. It.
What about the name what the hell does AWGE mean, anyway? “No one needs to know what the letters stand for. We all know what it is, and that is how we want to keep it.” Rocky’s feed could be scrolled through as a continuous experience, transcending Instagram’s conventionally format at the time, when seen on any smartphone. With these two high profile movies gaining wide-scale attention and millions of views, AWGE remained very much behind the scenes. Besides the performances of the night, fans who were early enough were able to purchase a collaboration T-shirt Midnight Studios, by Abloh’s brand Off-White, and AWGE. Refusing to be confined by the limitations of art management, it is in this multi-disciplinary, box-less manner which we’ll see AWGE venture further in the future. AWGE’s scope has not been limited to audio, however. In 2016 rumors of a possible collaboration with fashion critic favorite J.W. Anderson were verified, with Rocky often seen sporting the collection’s standout piece, a faux fur teddy jacket. Similarly, Rocky’s stand-out collaboration with GUESS was conceptualized by the AWGE team. Buoyed by the success of their first collaborative collection, which sold out worldwide, and to coincide with the collaboration’s second iteration, AWGE presented the’A$AP Rocky x GUE$$ Clubhouse’. The launch of the clubhouseitself installation and a pop-up shop welcomed in attendance a who’s who of the Los Angeles scene that was creative. Rocky would come to describe the relaunch of his Instagram as a’digital installation’, and it was through this lens that the world was introduced to 2 of the core members of AWGE: Tan Camera and Robert Gallardo. Gallardo and Camera (actual name Kimi Selfridge), were credited as the masterminds behind the project, with Gallardo taking the lead on creative management and Selfridge as responsible for much of the installation’s photography and design work.
Be music videos it clothing, or expansive events, one thing is for sure: AWGE has surprises in store. The team’s profile has been raised in August, but when A$AP Rocky announced the aptly-titled AWGEST: a month-long takeover by AWGE and the A$AP Mob, which featured multiple record releases, culminating in the launch of the Cozy Tapes Vol. 2 and the launch of a new AWGE website and merch line. Seen frequently on A$AP Mob members in the run up to the website launch, the merch collection featured trucker hats in green, blue or red, in addition to a selection. In describing her involvement to Sophisticated , Selfridge says:”I made each collage by hand with various materials, including photos shot on 35mm film and Polaroid film.” Although the day of the relaunch saw Rocky’s Instagram shed over 100,000 followers, this exceptional reimagining of his social media presence through bold, new visual aesthetics motivated many of the artist’s young followers to rethink their own Instagram profiles and ushered in a new era of iPhone curators. The photographer’s work is immediately recognizable for its media collage style references, and references to iconic brands such as Goyard and Palace. Throughout the A$ AP Mob networking platforms, the DIY aesthetic of Camera has become a staple since the relaunch. In this sense, it’s a testament to the collective’s desire for secrecy that even whilst consistently putting out articles, AWGE has managed to continuously shroud itself in mystery. We reached out to some members of the crew, but got the same answer:”The first rule about AWGE is you do not talk about AWGE.” In the midst of AWGEST, the AWGE enterprise unleashed what is the most complete realization of the vision their Midnight Rave in Los Angeles, thus far. Titled after Shane Gonzales’ tag Midnight Studios, the Midnight Rave featured performances from global designer and DJ Virgil Abloh, along with members of the A$AP Mob themselves. Set in an abandoned L.A. warehouse, the area was carefully curated with Midnight Rave branding in addition to a moving L.E.D bar over the DJ booth.