Asap Rocky Clothing Brand
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 Clothing Brand
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.
Moreover, in October of the same year, in the run up to the launch of Cozy Tapes Vol. 1, A$AP Rocky premiered the AWGE-directed short film “Money Man.” The movie, a partnership with Red Bull, was a modern reworking of the cult French film La Haine, shot by regular A$AP Mob collaborator, Dexter Navy, also featuring London grime artist Skepta. The short film was bending its muscle, a workout in expression. It is most notable since the project of the AWGE collective, the secret cabal of musicians, stylists, and founders of A$ AP Rocky while, in and of itself, this undertaking was a significant time for the artist’s aesthetic individuality. Fast forward two years and AWGE has stayed, by-and-large, a mysterious entity to those who’ve followed the A$AP Mob. While notable A$AP affiliate Ian Connor often shouted out the collective, he remained quiet on its purpose. Since their first project, the logo of the collective has been spotted in connection with nearly all of the Mob’s creative endeavors. The new awgeshit.com site gave fans their first look into the collective’s inner workings, removing the proverbial veil that had surrounded AWGE up till this point. The site’s”About” section clearly lists the members of the AWGE team. Besides Robert Gallardo and Ian Connor, contributors are listed next to their creative roles: Matt Henson — Fashion, Shane Gonzales — Layout, Kamil Abbas — Creative, Hidjifilms — Video, Ben Baller — Jewellery, Hec Lunas Frans — Producers. It.
What about the title what the hell does AWGE mean? “The first rule of AWGE is do not ask questions about AWGE,” Rocky replied when asked by The New York Times. “No one should know what the letters stand for. We know what it is, and that’s how we want to keep it.” Rocky’s feed could be scrolled through transcending Instagram’s conventionally format at the time, when viewed on any smartphone. With these two high profile movies gaining wide-scale attention and millions of perspectives, AWGE remained very much behind the scenes. Besides the night’s performances, fans who were were able to buy a collaboration T-shirt by the brand Off-White, Midnight Studios of Abloh, and AWGE. Refusing to be confined by the constraints of one-dimensional art management, it is in this multi-disciplinary, box-less manner that we’ll see AWGE venture farther . AWGE’s scope hasn’t been limited to music. In 2016 rumors of a potential cooperation with fashion critic favorite J.W. Anderson were confirmed, with Rocky often seen sporting the collection’s standout piece, a faux fur teddy coat. 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 clubhouse installation and a store inspired by a’90s treehouse, welcomed in presence a who’s who of the Los Angeles scene that was creative. Rocky would come to describe the relaunch of his Instagram as a’installation’, and it was through this lens the world was introduced into two of AWGE’s core members: Tan Camera and Robert Gallardo.
Be it clothing, music videos, or events that are expansive, one thing is for sure: AWGE has more surprises in store. The crew’s profile has been raised in August, however, when A$AP Rocky declared the aptly-titled AWGEST: a month-long takeover by AWGE and the A$AP Mob, which featured multiple album releases, culminating in the launch of the Cozy Tapes Vol. Two and the launch of a new AWGE website and merch line. Seen on A$AP Mob members in the run up to the website launch, the merch collection featured trucker hats in blue, green or red, as well as a selection of AWGE branded t-shirts, which sold out instantly. In describing her participation to Complex, Selfridge says:”I made each collage by hand with various materials, including photographs shot on 35mm film and Polaroid film.” Though the day of the relaunch watched Rocky’s Instagram lose over 100,000 followers, this unique reimagining of his social media presence through daring, new visual aesthetics inspired many of the artist’s youthful followers to rethink their own Instagram profiles and ushered in a new era of iPhone curators. The photographer’s work is immediately recognizable for its mixed media collage style references, and references that are off-the-cuff to brands like Palace and Goyard. Throughout the A$ AP Mob networking platforms, Camera’s DIY aesthetic has become a staple since the relaunch. In this sense, it’s a testament to the desire for secrecy of the collective that whilst always putting out articles, AWGE has managed to continuously shroud itself. We reached out to a few 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 possibly the realization of their vision to date. Titled after Shane Gonzales’ punk-inspired label Midnight Studios, the Midnight Rave featured performances from DJ Virgil Abloh and designer, as well as members of the A$ AP Mob themselves. Set in an abandoned L.A. warehouse, the space was carefully curated with Midnight Rave branding as well as a moving L.E.D bar over the DJ booth.