Austin,TX 78704
Jordan@projectnewsense.com

Asap Rocky Clothing

The Creative non-profit

Asap Rocky Clothing

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

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 the world was introduced into 2 of the core members of AWGE: Robert Gallardo and Tan Camera. 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 Rocky collaboration with GUESS. The initiation of the clubhouse a pop-up shop and installation welcomed in attendance a who’s who of the Los Angeles scene that was creative. Perhaps most notably, AWGE branding has featured prominently on two of the Mob’s most recent music videos; those for Playboi Carti’s breakout hit “Magnolia” and the posse cut homage to Raf Simons, “RAF.” With these two high profile movies gaining wide-scale attention and millions of views, AWGE remained very much behind the scenes. Be events, music videos, or it clothes, one thing is for certain: AWGE has more surprises in store. Rocky’s feed could be scrolled through transcending Instagram’s conventionally squared format at the time when viewed on any smartphone. In the middle of AWGEST, the AWGE enterprise unleashed what is the realization of the creative vision to date, their Midnight Rave in Los Angeles. Titled after Shane Gonzales’ punk-inspired tag 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. The photographer’s work is instantly recognizable for its media collage style, pop-culture references, and references that are off-the-cuff to brands such as Goyard and Palace. Throughout the A$ AP Mob’s social media platforms, the DIY aesthetic of Camera has become a staple since the relaunch.

While, in and of itself, this undertaking was an important time for the artist individuality, it is perhaps noteworthy as the inaugural project of this AWGE collective, the secret cabal of artists, stylists, and founders of A$ AP Rocky. In this sense, it’s a testament to the collective’s desire for secrecy that even whilst always putting out content, 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.” Besides the night’s performances, fans who were early enough were able AWGE, and to buy a limited collaboration T-shirt by Abloh’s brand Off-White, Midnight Studios. Refusing to be restricted by the constraints of art direction that is one-dimensional, it is perhaps which we will see venture in the future.

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.” Although the day of the relaunch saw Rocky’s Instagram lose over 100,000 followers, this exceptional reimagining of his social media presence through bold, new visual aesthetics motivated many of the artist’s youthful followers to rethink their own Instagram profiles and ushered in a new era of iPhone curators. Fast forward two decades and AWGE has remained, by-and-large, a mysterious thing to those who have followed the A$AP Mob. While notable A$AP affiliate Ian Connor shouted out the collective, he remained quiet on its objective. Since their first project, the collective’s logo has been seen with almost all of the Mob endeavors. 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 several record releases, culminating in the release of this Cozy Tapes Vol. 2 and the launching of a new AWGE website and merch line. Seen on A$AP Mob members in the run up to the website launch, the merch collection featured a choice of AWGE, which sold out immediately, as well as trucker hats in red, green or blue. What about the name itself — what the hell does AWGE mean? “No one needs to know what the letters stand for. We all know what it is, and that is how we want to keep it.” Furthermore, in October of the same year, in the run up to the launch of Cozy Tapes Vol. 1, A$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 frequent A$AP Mob collaborator, Dexter Navy, and featuring London grime artist Skepta. The film was flexing a workout in cross-discipline expression, its muscle. The website’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 — Design, Kamil Abbas — Creative, Hidjifilms — Video, Ben Baller — Jewellery, Hec Lunas Frans — Producers. It.

 

 

>