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Asap Rocky Shop

The Creative non-profit

Asap Rocky Shop

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 Shop

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.

 

In the midst of AWGEST, the AWGE enterprise unleashed what is perhaps the most complete realization of their creative vision to date, their Midnight Rave in Los Angeles. Titled after Shane Gonzales’ label Midnight Studios, the Midnight Rave featured performances from DJ Virgil Abloh and international designer, along with members of the A$ AP Mob. 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. With these two high profile movies gaining wide-scale attention and countless views, AWGE remained very much behind the scenes. 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.” Be events, music videos, or it clothing, one thing is for certain: AWGE has surprises in store. Rocky would come to describe the relaunch of his Instagram as a’installation’, and it was through this lens the world was introduced to 2 of the core members of AWGE: Robert Gallardo and Tan Camera. Gallardo and Camera (actual name Kimi Selfridge), were credited as the masterminds behind the project, together with Gallardo taking the lead on creative management and Selfridge as responsible for much of the installation’s photography and design work. While, in and of itself, this undertaking was a significant time for the artist individuality, it’s perhaps most notable as the project of this AWGE collective, A$AP Rocky cabal of artists, stylists, and founders. Fast forward two decades and AWGE has stayed, by-and-large, a mysterious entity to those who have followed the A$AP Mob. While noteworthy A$AP affiliate Ian Connor shouted out the collective, he remained quiet on its purpose. Since their first project, the emblem of the collective has been spotted in connection with almost all of the Mob’s creative endeavors.

In May 2015, A$AP Rocky relaunched his Instagram with a collection of seamless, curated collages. When seen on any smartphone, Rocky’s feed could be scrolled through surpassing the richly squared format of Instagram at the time. In this sense, it’s a testament to the desire for secrecy of the collective that even whilst consistently putting out content, AWGE has managed to shroud itself. We reached out to a few members of the team, but got the same reply:”The first rule about AWGE is that you do not talk about AWGE.” In addition to the performances of the night, fans who were early enough were able to buy a collaboration T-shirt by Abloh’s brand Off-White, Midnight Studios, and AWGE. Refusing to be restricted by the limitations of art management that is one-dimensional, it is perhaps that we’ll see venture in the future. What about the name what the hell does AWGE mean? “No one should know what the letters stand for. We all know what it is, and that’s how we want to keep it.” The team’s profile has been raised in August, however, when A$AP Rocky declared the aptly-titled AWGEST: a month-long takeover by AWGE and the A$AP Mob, which featured several album releases, culminating in the launch of this Cozy Tapes Vol. 2 and the launching of a new AWGE site and merch line. Seen on A$AP Mob members in the run up to the site launch, the merch collection featured AWGE trucker hats in blue, green or red, in addition to a selection.

The new awgeshit.com site gave fans their first look into the collective’s inner workings, removing the proverbial veil that had surrounded AWGE up until this point. The website’s”About” section clearly lists the members of their AWGE team. It’s a who’s who of A$AP Mob affiliates. The photographer’s work is instantly recognizable for its mixed media collage style, pop-culture references, and references that are off-the-cuff to iconic brands such as Palace and Goyard. Since the relaunch, the DIY aesthetic of Camera has become a staple during the A$ AP Mob’s social media platforms. AWGE’s scope hasn’t been restricted to music. In 2016 rumors of a possible collaboration with fashion critic favorite J.W. Anderson were verified, with Rocky frequently seen sporting the collection’s standout piece, a faux fur teddy coat. Likewise the AWGE team conceptualized Rocky’s stand-out collaboration with GUESS. Buoyed by the success of their first collaborative collection, which sold out globally, and to coincide with the collaboration’s second iteration, AWGE introduced the’A$AP Rocky x GUE$$ Clubhouse’. The launch of the clubhouseitself installation and a shop inspired by a’90s treehouse, welcomed in attendance a who’s who of the Los Angeles creative scene. Though the day of the relaunch saw Rocky’s Instagram shed over 100,000 followers, this exceptional reimagining of his social media presence through daring, 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. Moreover, in October of the same year, in the run up to the launch of Cozy Tapes Vol. 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, also featuring London grime artist Skepta. The brief film AWGE flexed an exercise in cross-discipline expression, its muscle.

 

 

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