Austin,TX 78704
Jordan@projectnewsense.com

Asap Rocky Sweatshirt

The Creative non-profit

Asap Rocky Sweatshirt

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 Sweatshirt

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 middle of AWGEST, the AWGE enterprise unleashed what is perhaps the most complete realization of the vision to date, their Midnight Rave in Los Angeles. Titled after Shane Gonzales’ tag Midnight Studios, the Midnight Rave featured performances from members of the A$ AP Mob and DJ Virgil Abloh, as well as designer. Set in an abandoned L.A. warehouse, the space was carefully curated with Midnight Rave branding in addition to a moving L.E.D bar above the DJ booth. Perhaps most notably, AWGE branding has featured prominently on among 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 movies gaining wide-scale attention and millions of views, AWGE remained very much behind the scenes. In describing her involvement to Sophisticated , Selfridge says:”I made each collage by hand with many materials, including photos shot on 35mm film and Polaroid film.” Be music videos, it clothes, or events that are expansive, one thing is for sure: AWGE has surprises in store. Rocky would come to describe the relaunch of his Instagram as a’digital installation’, and it was through this lens the world was introduced into two of the core members of AWGE: Robert Gallardo and Tan Camera. Gallardo and Camera (real name Kimi Selfridge), were imputed 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. It’s perhaps most noteworthy as the inaugural project of the AWGE collective, the secret cabal of artists, stylists, and founders of A$ AP Rocky while, in and of itself, this undertaking was a significant moment for the artist’s aesthetic individuality. Fast forward two years and AWGE has remained, by-and-large, a mysterious entity to all those who have followed the A$AP Mob. While the collective was often shouted out by notable A$ AP affiliate Ian Connor, he remained quiet. Since their first project, the collective’s emblem has been spotted in connection with nearly all the Mob’s creative endeavors.

When viewed on any smartphone, Rocky’s feed could be scrolled through as a constant experience, transcending Instagram’s conventionally squared arrangement at the moment. In this sense, it’s a testament to the desire for secrecy of the collective that even whilst consistently putting out articles that is high-profile, AWGE has managed to shroud itself in mystery. We reached out to a few members of the team, but got the same reply:”The first rule about AWGE is that you don’t talk about AWGE.” Besides the performances of the night, fans who were early enough were able AWGE, and to purchase a collaboration T-shirt by Abloh’s brand Off-White, Midnight Studios. Refusing to be restricted by the limitations of one-dimensional art management, it’s perhaps that we will see AWGE venture in the future. What about the name itself — what the hell does AWGE mean, anyway? “No one should know what the letters stand for. We 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 release of the 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 site launch, the merch collection featured a choice of AWGE, which sold out immediately, in addition to AWGE trucker hats in green, blue or red.

The website’s”About” section clearly lists the members of their AWGE team. In addition to Robert Gallardo and Ian Connor, contributors are listed alongside 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$AP Mob affiliates. The photographer’s work is instantly recognizable for its mixed media collage style, pop-culture references, and references that are off-the-cuff to brands like Goyard and Palace. Since the relaunch, the DIY aesthetic of Camera has become a staple during the A$ AP Mob’s social media platforms. AWGE’s scope has not 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 jacket. Likewise the AWGE team conceptualized Rocky’s stand-out collaboration with GUESS. The launch of the clubhouseitself installation and a store motivated by a’90s treehouse, welcomed in attendance a who’s who of the Los Angeles scene that was creative. Although the day of the relaunch saw Rocky’s Instagram shed 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 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 AWGE flexed an exercise in expression, its muscle.

 

 

>