Asap Rocky Shoes
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 Shoes
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.
The film, a partnership with Red Bull, was a contemporary reworking of the cult French film La Haine, shot by frequent A$AP Mob collaborator, Dexter Navy, also featuring London grime artist Skepta. The film was AWGE flexing an exercise in cross-discipline expression, its muscle. While, in and of itself, this undertaking was an important time for the artist identity, it is perhaps most noteworthy since the inaugural project of this AWGE collective, the secret cabal of musicians, stylists, and founders of A$ AP Rocky. Fast forward two years and AWGE has remained, by-and-large. He stayed quiet on its objective, while AP affiliate Ian Connor often shouted out the collective. Since their first project, the logo of the collective has been seen in connection with almost all of the Mob’s creative endeavors. The site’s”About” section clearly lists the members of their AWGE team. It is a who’s who of A$AP Mob affiliates.
What about the name itself — what the hell does AWGE mean, anyhow? “No one needs to know what the letters stand for. We all know what it is, and that’s how we want to keep it.” In May 2015, A$AP Rocky relaunched his Instagram using a series of seamless, curated collages. When seen on any smartphone, Rocky’s feed could be scrolled through as a visual experience, transcending the conventionally squared arrangement of Instagram at the moment. Perhaps most importantly, AWGE branding has featured prominently on among 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. In addition to the performances of the night, fans who were early enough were able AWGE, and to purchase a collaboration T-shirt Midnight Studios, by Abloh’s brand Off-White. Refusing to be restricted by the constraints of art direction, it’s perhaps in this box-less manner that we’ll see AWGE venture farther in the future. AWGE’s scope has not been restricted to music, however. In 2016 rumors of a possible cooperation with fashion critic favorite J.W. Anderson were confirmed, with Rocky often seen sporting the collection’s standout piece, a faux fur teddy jacket. Likewise Rocky collaboration with GUESS was conceptualized by the AWGE team. The initiation of the clubhouseitself a pop-up store and installation motivated by a’90s treehouse, welcomed in attendance a who’s who of the Los Angeles scene. Rocky would come to describe the relaunch of his Instagram as a’digital installation’, and it was through this lens that the world was introduced to two of AWGE’s core members: Robert Gallardo and Tan Camera. Gallardo and Camera (real name Kimi Selfridge), were credited as the masterminds behind the project, with Gallardo taking the lead on creative direction and Selfridge as responsible for much of the installation’s photography and design work.
Be music videos it clothing, or expansive events, one thing is for sure: AWGE has surprises in store. The team’s profile has been raised in August, however, when A$AP Rocky announced the aptly-titled AWGEST: a month-long takeover by AWGE and the A$AP Mob, which featured several album releases, culminating in the launch of the Cozy Tapes Vol. 2 and the launch of a new AWGE website and merch line. Seen on A$AP Mob members in the run up to the site launch, the merch collection featured AWGE trucker hats in red, green or blue, in addition to a selection. In describing her participation to Sophisticated , Selfridge says:”I made each collage by hand with various materials, including photographs shot on 35mm film and Polaroid film.” Although the day of the relaunch watched Rocky’s Instagram lose over 100,000 followers, this exceptional reimagining of his social media presence through daring, new visual aesthetics motivated many of the artist’s youthful followers to rethink their own Instagram profiles and ushered in a new age of iPhone curators. The photographer’s work is instantly recognizable for its mixed media collage style references, and references that are off-the-cuff to iconic brands like Goyard and Palace. Since the relaunch, the DIY aesthetic of Camera has become a staple throughout the A$ AP Mob media platforms. In this sense, it is a testament to the collective’s desire for secrecy that whilst always putting out articles that is high-profile, AWGE has managed to shroud itself in mystery. We reached out to some members of the team, but got the same reply:”The first rule about AWGE is that you don’t talk about AWGE.” In the middle of AWGEST, the AWGE enterprise unleashed what is perhaps the realization of the vision to date. Titled after Shane Gonzales’ punk-inspired label Midnight Studios, the Midnight Rave featured performances from international designer and DJ Virgil Abloh, along with members of the A$AP Mob themselves. 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.