Asap Rocky Clothing Line
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 Line
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$AP Rocky premiered the AWGE-directed short film “Money Man.” The film, a partnership with Red Bull, was a contemporary reworking of the cult French film La Haine, shot by regular A$AP Mob collaborator, Dexter Navy, and featuring London grime artist Skepta. The film was flexing its muscle, a workout in cross-discipline expression. It’s perhaps most noteworthy as the inaugural project of this AWGE collective, the secret cabal of artists, stylists, and founders of A$ AP Rocky while, in and of itself, this undertaking was an important time for the artist individuality. Fast forward two decades and AWGE has remained, by-and-large, a mysterious entity to all those who’ve followed the A$AP Mob. He stayed quiet, while notable A$ AP affiliate Ian Connor shouted out the collective. Since their first project, the logo of the collective was spotted with almost all of the Mob endeavors. The new awgeshit.com website gave fans their first look into the collective’s inner workings, removing the proverbial veil which had surrounded AWGE up till this point. The website’s”About” section clearly lists the integral members of the AWGE team. It is a who’s who of A$AP Mob affiliates.
What about the name itself — what the hell does AWGE mean? “The first rule of AWGE is do not ask questions about AWGE,” Rocky replied when asked by The New York Times. “No one needs to know what the letters stand for. We know what it is, and that is how we want to keep it.” Rocky’s feed could be scrolled through transcending Instagram’s conventionally squared arrangement at the moment when viewed on any smartphone. With these two high-profile videos gaining wide-scale attention and countless views, AWGE remained very much behind the scenes. In addition to the performances of the night, fans who were were able to purchase a collaboration T-shirt by Abloh’s brand Off-White and AWGE. Refusing to be confined by the constraints of one-dimensional art direction, it’s perhaps in this multi-disciplinary way which we will see AWGE venture farther in the future. The scope of AWGE hasn’t been limited to audio, however. In 2016 rumors of a potential collaboration with fashion critic favorite J.W. Anderson were confirmed, with Rocky often seen sporting the collection’s standout piece, a faux fur teddy coat. Similarly, the AWGE team conceptualized the stand-out collaboration with GUESS of Rocky. Buoyed by the success of their first collaborative collection, which sold out worldwide, and to coincide with the collaboration’s second iteration, AWGE presented the’A$AP Rocky x GUE$$ Clubhouse’. The initiation of the clubhouseitself a pop-up store and installation inspired by a’90s treehouse, welcomed in attendance a who’s who of the Los Angeles creative scene. Rocky would come to describe the relaunch of his Instagram as a’digital installation’, and it was that the world was introduced to two of the core members of AWGE: Robert Gallardo and Tan Camera.
Be it clothes, music videos, or expansive events, one thing is for certain: AWGE has more surprises in store. The crew’s profile was raised in August, but when A$AP Rocky declared the aptly-titled AWGEST: a month-long takeover by AWGE and the A$AP Mob, which featured several album releases, culminating in the launch of this Cozy Tapes Vol. Two and the launching of a new AWGE site and merch line. Seen often on A$AP Mob members in the run up to the website launch, the merch collection featured a choice of branded t-shirts, which sold out almost immediately, as well as AWGE trucker hats in red, green or blue. In describing her involvement to Complex, Selfridge says:”I made each collage by hand with many materials, including photos shot on 35mm film and Polaroid film.” Though the day of the relaunch saw Rocky’s Instagram shed over 100,000 followers, this exceptional reimagining of his social media presence through bold, new visual aesthetics inspired many of the artist’s young followers to rethink their own Instagram profiles and ushered in a new era of iPhone curators. The photographer’s work is instantly recognizable for its mixed media collage style, pop-culture references, and references to iconic brands such as Palace and Goyard. Since the relaunch, Camera’s DIY aesthetic has become a staple during the A$AP Mob’s social networking platforms. In this sense, it’s a testament to the collective’s desire for secrecy that even whilst always putting out high-profile content, AWGE has managed to continuously shroud itself in mystery. We reached out to a few members of the team, but got the same reply:”The first rule about AWGE is you don’t talk about AWGE.” In the midst of AWGEST, the AWGE enterprise unleashed what is the most complete realization of the vision to date, their Midnight Rave in Los Angeles. Titled after Shane Gonzales’ punk-inspired label Midnight Studios, the Midnight Rave featured performances from DJ Virgil Abloh and global designer, along with members of the A$ AP Mob themselves. Set in an abandoned L.A. warehouse, the space was carefully curated using Midnight Rave branding as well as a moving L.E.D bar above the DJ booth.