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Asap Rocky Merch

The Creative non-profit

Asap Rocky Merch

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 Merch

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.

 

1, A$AP Rocky premiered the AWGE-directed short film “Money Man.” The movie, a partnership with Red Bull, was a modern reworking of the cult French movie La Haine, shot by regular A$AP Mob collaborator, Dexter Navy, also featuring London grime artist Skepta. The short film was AWGE flexing its muscle, a workout in cross-discipline expression. While, in and of itself, this undertaking was a significant time for the artist’s aesthetic identity, it is most noteworthy since the inaugural project of this AWGE collective, the secret cabal of artists, stylists, and creators of A$ AP Rocky. Fast forward two years and AWGE has stayed, by-and-large. While the collective was often shouted out by AP affiliate Ian Connor, he remained quiet. Since their first project, the emblem of the collective was spotted with nearly all the Mob endeavors. The site’s”About” section clearly lists the members of the AWGE team. Besides Robert Gallardo and Ian Connor, contributors are listed alongside 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 itself — what the hell does AWGE mean, anyhow? “No one should know what the letters stand for. We know what it is, and that’s how we want to keep it.” In May 2015, A$AP Rocky relaunched his Instagram using a collection of seamless, curated collages. Rocky’s feed could be scrolled through as a continuous experience, transcending Instagram’s squared arrangement at the moment, when viewed on any smartphone. With these two high profile videos gaining wide-scale attention and countless perspectives, AWGE remained very much behind the scenes. Besides the performances of the night, fans who were were able AWGE, and to purchase a collaboration T-shirt Midnight Studios, by Abloh’s brand Off-White. Refusing to be confined by the constraints of art direction, it’s perhaps which we’ll see venture in the future. AWGE’s scope hasn’t been limited to audio. In 2016 rumors of a potential collaboration with fashion critic favorite J.W. Anderson were verified, with Rocky frequently seen sporting the collection’s standout piece, a faux fur teddy jacket. Similarly, Rocky collaboration with GUESS was conceptualized from the AWGE team. The launch of the clubhouse, itself a pop-up shop and installation inspired by a’90s treehouse, welcomed in presence a who’s who of the Los Angeles scene. Rocky would come to describe the relaunch of his Instagram as a’installation’, and it was the world was introduced into two of the core members of AWGE: Tan Camera and Robert Gallardo.

Be it clothing, music videos, or events, one thing is for sure: AWGE has more surprises in store. The crew’s profile was 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 several 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$AP Mob members in the run up to the site launch, the merch collection featured trucker hats in blue, red or green, in addition to a selection of branded t-shirts, which sold out instantly. In describing her involvement to Complex, Selfridge says:”I made each collage by hand with various materials, including photographs shot on 35mm film and Polaroid film.” Though the day of the relaunch saw Rocky’s Instagram lose over 100,000 followers, this unique reimagining of his social media presence through bold, new visual aesthetics motivated many of the artist’s young followers to rethink their own Instagram profiles and ushered in a new era of iPhone curators. The photographer’s work is instantly recognizable for its media collage style references, and references that are off-the-cuff to brands like Palace and Goyard. Throughout the A$ AP Mob’s social networking platforms, the DIY aesthetic of Camera has become a staple since the relaunch. In this sense, it’s a testament to the desire for secrecy of the collective that whilst consistently putting out high profile articles, AWGE has managed to 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 don’t talk about AWGE.” In the midst of AWGEST, the AWGE enterprise unleashed what is possibly the most complete realization of the creative vision their Midnight Rave in Los Angeles, thus far. Titled after Shane Gonzales’ tag Midnight Studios, the Midnight Rave featured performances from members of the A$ AP Mob themselves and DJ Virgil Abloh, as well as designer. Set in an abandoned L.A. warehouse, the area was carefully curated using Midnight Rave branding in addition to a moving L.E.D bar above the DJ booth.

 

 

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