Asap Rocky Clothing Store
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 Store
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.
Rocky would come to describe the relaunch of his Instagram as a’installation’, and it was through this lens that the world was introduced to 2 of AWGE’s core members: Robert Gallardo and Tan Camera. AWGE’s scope has not been limited to music, 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, the AWGE team conceptualized Rocky’s stand-out collaboration with GUESS. The initiation of the clubhouse, itself a pop-up store and installation welcomed in attendance a who’s who of the Los Angeles scene. Perhaps most notably, AWGE branding has featured prominently on two of the Mob’s latest music videos; those for Playboi Carti’s breakout hit “Magnolia” and the posse cut homage to Raf Simons, “RAF.” With these two high-profile videos gaining wide-scale attention and millions of perspectives, AWGE remained very much behind the scenes. Be music videos, it clothing, or events that are expansive, one thing is for sure: AWGE has more surprises in store. In May 2015, A$AP Rocky relaunched his Instagram with a collection of seamless, curated collages. Rocky’s feed could be scrolled through transcending Instagram’s conventionally arrangement at the time when viewed on any smartphone. In the middle of AWGEST, the AWGE enterprise unleashed what is the realization of their creative vision their Midnight Rave in Los Angeles, thus far. Titled after Shane Gonzales’ tag Midnight Studios, the Midnight Rave featured performances from DJ Virgil Abloh and international designer, as well as members of the A$ AP Mob themselves. Set in an abandoned L.A. warehouse, the area was carefully curated with Midnight Rave branding as well as a moving L.E.D bar above the DJ booth. The photographer’s work is instantly recognizable for its mixed media collage style, pop-culture references, and references that are off-the-cuff to iconic brands like Goyard and Palace. During the A$ AP Mob’s social networking platforms, the DIY aesthetic of Camera has become a staple since the relaunch.
It’s perhaps most notable since the inaugural project of this AWGE collective, the secret cabal of artists, stylists, and creators of A$ AP Rocky while, in and of itself, this undertaking was a significant time for the artist’s aesthetic individuality. In this sense, it is a testament to the desire for secrecy of the collective that whilst always putting out articles, AWGE has managed to continuously shroud itself in mystery. We reached out to a few members of the crew, but got the same reply:”The first rule about AWGE is you do not talk about AWGE.” In addition to the performances of the night, fans who were were able AWGE, and to buy a limited collaboration T-shirt by Abloh’s brand Off-White, Midnight Studios. Refusing to be confined by the constraints of art direction that is one-dimensional, it’s perhaps in this multi-disciplinary manner which we’ll see venture farther in the future.
In describing her participation to Sophisticated , 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 shed over 100,000 followers, this exceptional reimagining of his social media presence through bold, 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. AWGE and fast forward two years has remained, by-and-large, a mysterious entity to all those who have followed the A$AP Mob. He stayed quiet while noteworthy A$ AP affiliate Ian Connor often shouted out the collective. Since their first job, the collective’s emblem has been spotted with nearly all the Mob’s creative endeavors. The team’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 record releases, culminating in the release of this Cozy Tapes Vol. Two and the launch of a new AWGE website and merch line. Seen often on A$AP Mob members in the run up to the site launch, the merch collection featured AWGE trucker hats in red, green or blue, as well as a choice. What about the name itself — what the hell does AWGE mean? “No one should know what the letters stand for. We all know what it is, and that is how we want to keep it.” 1, A$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$AP Mob collaborator, Dexter Navy, and featuring London grime artist Skepta. The brief film was AWGE bending its muscle, a workout in expression. The new awgeshit.com website gave fans their first look into the collective’s inner workings, removing the proverbial veil that had surrounded AWGE up till this point. The website’s”About” section clearly lists the integral members of the AWGE team. Besides Robert Gallardo and Ian Connor, contributors are listed next to their creative roles: Matt Henson — Fashion, Shane Gonzales — Design, Kamil Abbas — Creative, Hidjifilms — Video, Ben Baller — Jewellery, Hec Lunas Frans — Producers. It’s a who’s who of A$AP Mob affiliates.