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5 fashion creatives on IG who low key run your favorite rapper’s closet

Style is defined as “a distinctive appearance, typically determined by the principles according to which something is designed.” Style is, to say the least, one of the most important spheres for anyone to influence, not just on social media, but within society.

Moreover, if you are an influencer, style plays an important role in your image. As a social influencer, you must demonstrate your individuality and contemporary fashion taste on a regular basis.

High-end contemporary wear has always been expensive and out of reach for the average consumer, but now we have reached all-time highs, even for the “well known” luxury labels. It is no longer shocking to see sweatshirts go for more than $1,000.

The Vetements and Gucci “effect” of walking around looking like a sponsored NASCAR driver can be seen on every major red carpet showing, from Calabasas to Chelsea.

Furthermore, due to the social impact of Korean pop-stars and American rap-artists it has become acceptable to stunt in your $2,400 Gucci sweater (even though your favorite rapper has the item in 2 different colors ways, plus a limited released edition exclusively from Milan).

Our obsession with social media influencers has created a “flexing frenzy” raising the fashion bar higher and higher errday.

Today it’s all about jewelry, garments, and shoes. Due to this mass hysteria of constant stunting, it is important we seek out our true individualism and our inner sans stylist. Creating an image for ourselves allows us to take a breath of fresh air so that we can rest easy and recognize that not everyone has fallen victim to the “stunt-pill.”

In this era of flexing and brand backing, seeing true individualism without a stylist clout chasing is a breath of fresh air.

Jakob Hetzer

Double Runway @Prada.

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Jakob Hetzer has been on the Instagram style scene for the last several years. His popularity is a result of his self-titled brand established in 2014. Hetzer pulls inspiration from other notable labels and designers such as Rick Owens, Carol Christian Poell, and Number (N)ine, amongst others.

It is not difficult to imagine why Hetzer is making garments for the real fashionistas.


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His most recent public project, dubbed “TO THE RIVER”, is definitely one of the more interesting collections to hit the market in recent times, with a focus on making fully functional garments.

With this in mind, it makes sense that Hetzer wants to focus on “CLOTHING DEEPER THAN AESTHETIC. MORE THAN JUST GARMENTS.” (from Hamburg, Germany)


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@_artdealer_ is definitely the most low-key out of everyone on this list.

Hailing from South Korea, he has directed and edited videos for Keith Ape and has spent a lot of time working with Ape’s team to build a style to match the music they were making.

@_artdealer_  pulled up to America to flex with D Savage and Thouxanband on IG. After his run-in with the Soundcloud kings at the time, @_artdealer_ started working with A$AP Bari on his brand VLONE. He even helped conceptualize and the very first VLONE pop-up.

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Currently, @_artdealer_ has been working with Playboi Carti to build his image with contributions from merchandise to a production credit on Carti’s most recent work DIE LIT.

@_artdealer_ has one of the most stylized and consistent Instagram accounts, he has stuck to the early information age MS-Paint look for years. If you look at his early post and shows the vision has stayed the same. Be as punk as possible.

Matthew M Williams

Matthew M Williams has been creating for years now, everyone remembers the constant onslaught of double hashtags thrown over a truly amazing soundtrack of 5 mixes and 2 websites. #BEENTRILL# was the brand for the hot minute; Kanye wore it.

After working with Lady Gaga, Kanye West, and the late great Alexander McQueen it should not surprise anyone that Williams has taken what he learned flying around the world with Kanye West and started a brand.

Alyx is Matthews main focus other than his family who helps run the business. Without any major marketing or gross over advertising, Alyx has been making its rounds on social media influencers like Ian Connor and artists like A$AP Rocky. Nike has taken Matthews under their wing for a collection of training athletic wear that was presented on Williams Instagram.

Williams clearly has an amazing career ahead of him and we cannot wait to see what he has in store.



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Shane Gonzales started midnight studio in 2015, the brand has been worn on multiple occasions by the ever inspirational A$AP Rocky who found out about the brand though Ian Connor.

Gonzales has always taken inspiration from the nihilistic anarchy of the 1970’s with great success. Midnight Studios never felt commercially punk which is refreshing in this age of copycat-ism, or creative “appropriation” — in today’s vernacular.

Take Me By The Hand.

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Gonzales spoke about his inspiration in an old complex interview that covers his early stages of being a fashion brand,

“I got into punk music from old Tony Hawk’s Pro Skater game soundtracks. The Sex Pistols were on the first couple ones, Dead Kennedy’s and the Adicts were on American Wasteland — all that stuff was on there. So that’s how I picked up on punk. That’s what I grew up on, those soundtracks.”

Francesco Ragazzi of Palm Angels

YOUNG. @whois.smookymargielaa

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Regazzi started as an intern at Moncler. He has a passion for photography, skateboarding, and is his daily grind — Palm Angels.

It started out as a coffee table book about California’s skateboard culture with a real focus on the skateboarding and less of the life.

Regazzi got Pharrell Williams onto the project, who would later contribute the foreword for the book. Regazzi Started the brand we know and love so much in 2014 and since then it has been worn by just about everybody.

💧💧💧 @offsetyrn

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Palm Angels is the current zeitgeist of streetwear. Regazzi was quick to share his opinion on the topic when asked about the meaning of streetwear within fashion in 2016.

“I think streetwear used to be a category, and now streetwear is fashion basically, there’s no difference anymore. Look at Balenciaga, [Demna Gvasalia] mixes a sequin dress with a down jacket, that’s not streetwear, that’s just how people dress.”

Who is Sheck Wes? The 20-year-old Harlem rapper bringing a new energy

Sheck Wes, known as the “best-kept secret” within the New York rap scene, has been cultivating a plethora of excellent tracks over the course of a saturated market full of Lil Xan imitators.

Harlem born, Sheck Wes was forced to move to Africa by his parents for his wild behavior. Sheck focused heavily on his basketball career after seeing the opportunity opened through college sports, he dropped the ball for the mic after going into the modeling.

In his single from March 2017 “Live SheckWes Die SheckWes” Sheck speaks on growing up in Harlem and living Sheck Wes,

“My mom don’t got time for my wants, she only got time for my needs. So I gotta go get my wants on my own.”

Sheck Wes has grown up around the glitz and glamour of the city just a train ride away from his home in Harlem with parents struggling to keep everyone happy and conveys it to his audience with conviction and ringing eardrums. In a February interview with Pigeons and Planes, he said,

“I’m a mudboy. I came from the mud, oozed out the concrete. I’m not a rose. I’m a mudboy, I came from nothing.”

Sheck has struggled through the most theatrical of life-changing experiences, having Kanye play his song after modeling for YZY SZN 3 and being exiled to Africa by his mother. Developing a sound that captured these experiences but still let the audience tap in is what Sheck Wes has been focusing on for the past year.

Sheck Wes shines with the youth of today due to the fact that he is able to resonate with them on an emotional level. No, he does not tap into their sensitive side, but is able to channel their energy as demonstrated on such tracks as “Mo Bamba.”

Sheck Wes’ ability to move an audience by just yelling “BITCH” as a vehicle for his bars demonstrates the fact that he is reflecting what teenagers are mad at, whether it is school, relationships, the state of the household, etc.

Sheck has figured out a way to reach out to his audience. It is advised that playing Sheck Wes within your whip may result in it falling apart due to the Travis Scott-esque energy that he encapsulates.

Travis definitely noticed and he even signed Sheck to his label earlier this year.

His tour with fellow rapper Valee is evident to this fact due to its very name: MOSH.

In an interview with Mass Appeal, Sheck is asked about “Live Sheck Wes Die Sheck Wes”:

“I feel like alot of people dont understand Sheck Wes… Live Sheck Wes is about how I live; People judge us and shit right, but most of the time it is not our fault. You or me, it’s the setting and the shit we get into around friends.”

The song starts with @FGNFITIN talking about Sheck Wes and an unnamed artist. This quiet British man is telling the audience exactly how Sheck Wes sees Sheck Wes and the reason for his persistence as an artist.

“There’s only one artist in the world who is unparalleled, who can deal with the time that we’re in right now, who sees what needs to be seen. He knows the truth, it’s a dystopian time and the world needs a dystopian artist. The world is in a dark place right now, we need a dark artist to bring the light back out; Sheck Wes is that artist.”

That quote clarified the modus operandi for Sheck Wes. The youth is responding to political correctness with the counterculture. Screaming bitch and removing the individuality of your brand to get your audience to feel like they are you are not politically correct.


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Sheck knows this and understands why he is misunderstood by most people in his target audience’s age range: “all legends and like, all the greatest of all time were never understood when they first came out.”

Sheck’s other hit is Mo Bamba (who he grew up playing ball with Harlem and is set to become a first-round NBA Draft pick), is one of the loudest, minimal songs that gets people to literally fight,

“Its so fire when your song get played in the club and fights break out CITY ON JAHANNAM.”


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Sheck almost sings on the track with the long drawn out syllables, and at the halfway point of the song, Sheck snaps after messing up, then recovering his flow catching the beat and completely smashing the second half of the song after bringing the volume to the ceiling.

This track alone was the reason Kanye even heard his music in the first place as Sheck described how it all happened below:

With such a short discography of fewer than 20 songs, fans of Sheck Wes are anticipating amazing things from the Harlem native.

It would be ignorant to assume that Sheck Wes is not an individual that demands attention. He is one of the rising stars in the realm of rap as he is consistently breaking the mold and harnessing a rarely heard way of the annunciation in rap music.

Sheck Wes is the future of New York rap, specifically for the fact that he is capable of translating the daily lifestyle of the city into music.

Sheck Wes Mo Bamba GIF by Interscope Records - Find & Share on GIPHY

IGTV is here but will it ever really be able to replace YouTube?

Instagram recently hit 1 billion users and right on queue they rolled out a huge new update — IGTV — introducing long-form content to the ever-evolving visual consumer.

Up to one hour of video is able to be uploaded at once and you will be able to upload from the Instagram website from your computer as well.

From our CEO @kevin: “Today, we have two big announcements to share. First, Instagram is now a global community of one billion! Since our launch in 2010, we’ve watched with amazement as the community has flourished and grown. This is a major accomplishment — so from all of us at Instagram, thank you! Second, we’re announcing our most exciting feature to date: IGTV, a new app for watching long-form, vertical video from your favorite Instagram creators, like LaurDIY (@laurdiy) posting her newest project or King Bach (@kingbach) sharing his latest comedy skit. While there’s a stand-alone IGTV app, you’ll also be able to watch from within the Instagram app so the entire community of one billion can use it from the very start. IGTV is different in a few ways. First, it’s built for how you actually use your phone, so videos are full screen and vertical. Also, unlike on Instagram, videos aren’t limited to one minute. Instead, each video can be up to an hour long. We made it simple, too. Just like turning on the TV, IGTV starts playing as soon as you open the app. You don’t have to search to start watching content from people you already follow on Instagram and others you might like based on your interests. You can swipe up to discover more — switch between “For You,” “Following,” “Popular” and “Continue Watching.” You can also like, comment and send videos to friends in Direct. Also like TV, IGTV has channels. But, in IGTV, the creators are the channels. When you follow a creator on Instagram, their IGTV channel will show up for you to watch. Anyone can be a creator — you can upload your own IGTV videos in the app or on the web to start your own channel. Instagram has always been a place to connect with the people who inspire, educate and entertain you every day. With your help, IGTV begins a new chapter of video on Instagram. We hope it brings you closer to the people and things you love. IGTV will be rolling out globally over the next few weeks on iOS and Android.

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IGTV is being seen as a competitor to YouTube but using vertical content only.

We are already seeing the type of content Instagram wants for IGTV with the Louis Vuitton video of FW19 pre runway event promotional video with new CD Virgil Abloh.


The intentional difference between normal uploads and IGTV is professionalism, content made professionally with a lot of effort put into the long form content.

Instagram saw how well IG live was and the long tail of viewers who would watch after the live ended, the natural evolutionary step would be to allow people to upload previously recorded/edited work that is meant to be watched more attentive than normal stories and live post without being apart of your feed.

But just like Instagram itself, it’s not the app that keeps people around — it’s the content being created for the platform.

This is going to be an uphill battle for Instagram to get people to watch long-form content on IGTV because so many people are already watching YouTube videos every day.

Over 400 hours of content is uploaded to YouTube daily and with higher engagement on Instagram uploads, it’s going to be interesting seeing which platform works for content creators and curators.

Much like when Twitch TV started to grow, the question was not, “is this going to kill YouTube” it was “how is this going to change my contact with the audience,” Twitch very quickly became the place for people to interact super quickly with consumers.

If your content did not benefit from the live interaction then there was less of a reason to stream and like most things now, everyone found their place.

Instagram Live GIF by Product Hunt - Find & Share on GIPHY

Ninja getting 41k followers in one day is amazing but he would not be growing or able to create that type of growth through a traditional YouTube video game commentator route.

Only time will tell what IGTV will bring to the table in terms of content consumption, will people watch podcast style videos on Instagram or will youtube continue to dominate the video world? Over 500,000,000 hours of YouTube are watched every day, that’s more than 57k years of videos being watched daily.

It’s hard to compete with such a large company as YouTube but like everything else in today’s internet world, users will use what’s best for them and content creators will use whatever they like most to upload.

That back and fourth of interaction between created and the consumer is what makes this type of platform so amazing, the development of content is based on both sides of the content.

Both YouTube and Instagram have 1,000,000,000 monthly users so it’s going to be interesting seeing social media influencers on IG utilize IGTV for longer content.

The real question is which platform will it be more intuitive for these influencers to make their bread? Only time will tell.

The legacy of XXXTentacion: Should he be remembered for his art?

XXXTentacion was shot dead on Monday, June 18th as he awaited a trial for the domestic abuse against his then-pregnant girlfriend.

X was one of the most controversial and problematic artists of our generation a flurry of allegations connected to the artist. His death has opened up many interesting conversations about whether or not his art should be respected.

After releasing “Look At Me” in 2015 X started to gain a brutally loyal fan base that would establish themselves as the stans of the SoundCloud world.

Being one of the most prominent Floridian rappers and helping bring a voice to Florida for other artists who had experienced what he experienced growing up.

After garnishing such a controversial image for the abuse against his girlfriend people had a very hard time listening to the music he was putting out considering how violent the lyrics are and the connection between his experience and the music being put out.

This is when the discussion of separating the art from the artist started to bubble up, Anthony Fantano, the internet’s busiest music nerd, of theneedledrop YouTube channel made an excellent video about reviewing problematic artist, and why he will still review a problematic artist.

X started making a change for the better after blowing up on social media for his lo-fi hyper-aggressive emotional rap X wanted to spread positivity, love and motivate his fans to do what they want and create as often as possible X was very committed to helping young kids who are downtrodden or hurting behind closed doors.

Instagram has been flooded for the last 36 hours with love for the artist and videos of him speaking about the positivity he wanted everyone to embrace.

X spoke about what he wants for his fans in a touching live stream before his passing,

“I at least want to know that the kids perceived my message and were able to make something of themselves and able to take my message and use it and turn it into something positive and to at least have a good life.”

After the passing of X creatives from the rap and hip-hop world came out to give their 2 cents on the entire situation.

One of the busiest rappers right now is Tekashi 69 who is creating buzz surrounding his never-ending rap beef came out today to speak on how precious life is.

Kanye West, J Cole, Diplo and Travis Barker to name a few more of those who gave their commentary about the untimely death of such a young artist.

Whether you listened to his music, respected him or not, nobody deserves to die this senselessly at just 20-years-old.

The A$AP Mob is raising awareness about substance abuse with 2nd annual gala

After the loss of The A$AP Mob’s founder Steven Rodriguez, aka A$AP Yams, the Mob decided to honor their late brother by helping prevent drug abuse and formed The ASAP Foundation.

For those of you who didn’t even know that A$AP had a foundation, their main goal is, “delivering positive messages and proper information to adolescents and young adults about the dangers associated with carelessly mixing opiates and other potentially irresponsible drug use and abuse.”

They are even throwing a second annual gala in honor of Yamborghini to help spread even more awareness on the issue.

With the passing of Yams in 2015, the culture around drug abuse and prescription pill abuse has definitely changed. Over the last three years, hip-hop has lost a few prevalent artists due to drug abuse.

With Lil Peep and Fredo Santana being the most recent to have passed, the hashtag #FuckXanax2018 is becoming the best trend in rap in 2018.

The more people quitting Xanax and realizing the potential harm of these prescription drugs, and especially because most of the pills on the street are fake made by drug dealers looking for the most lucrative way to make drug money.

With the close ties between drugs and rap music, it’s no surprise that the reaction to the devastating effects of these medications is coming from within the community.

The ASAP Foundation is setting out to make sure the youth of America is educated on the danger of poly prescription drug abuse by setting up events, hosting panels, and sponsoring a multitude of arts programs in NYC.

The ASAP Foundation in their own words, “aim to create an honest dialogue about substance use and abuse”. The misuse of drugs is killing our youth and The ASAP Foundation is at the forefront of keeping people educated on the risks of the drugs being abused by the youth.

The second anual “STEVEN ‘A$AP YAMS’ RODRIGUEZ” GALA 2018 July 21 is at Daylight Studios, 450 West 31st Street 10th Flr NYC 10001. tickets are available now for $150 per ticket. If you support the cause, make sure you pull up and spread the word!

According to their site:

“The Foundation will demonstrate its commitment by implementing several initiatives including, but not limited to, sponsoring public school programs, hosting drug education seminars, supporting music and arts programs, and producing concerts and festivals.”

Peep our favorite looks from the runway for FW19 Pour Homme

With the summer looking like mid-wash jeans, layering big shirts and uniforms, we are all looking forward to what Fall/Winter will bring.

What we do know is that it’s going to be full of drip, jacket layering, pleats, plaid and much more. Here we have compiled some interesting looks from the runway that we love, new trends are arising and old ones are being rethought.

Peep our favorite looks from the runway for FW19 Pour Homme.

Raf Simons

Raf Simons latest runway show was titled “Youth in Motion” and was inspired by the 1981 German film Christiane F about drug abuse and how destructive it can get — a common theme in today’s social commentary.

The decadent runway was decorated with cornucopias of fruit, cheese, fine meats and wine. It sets the perfect stage for a very youthful interesting show that brings up controversial and important topics.

With blatant references to psychedelics by name, large sweater-scarfs, beautiful overcoats and slim black cargo like pants Raf created amazing looks.


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Yohji Yamamoto

Yohji Yamamoto created a noir Blade Runner, Akira vibe with his collection that caught our eyes for its amazing attention to detailed prints and weaves that create multifaceted attention-grabbing looks.

Half red pea-coats with full prints from lapel to knee, full split jacket/coat combinations with both fitting and baggy pants made amazing uniquely Yohji looks.

Hybrid tech-dress pants accented the traditional Japanese look of the collection.

Yohji Yamamoto AW18 show Photo by Monica Feudi #YohjiYamamoto #PFW#AW18#Menswear #Fashion

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Yohji Yamamoto AW18 show Photo by @elise_toide #YohjiYamamoto#PFW#AW18#Menswear#Fashion

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Yohji Yamamoto AW18 show Photo by @elise_toide #YohjiYamamoto#PFW#AW18#Menswear#Fashion

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Yohji Yamamoto AW18 show Photo by Monica Feudi #YohjiYamamoto#PFW#AW18#Menswear#Fashion

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Yohji Yamamoto AW18 show Photo by Monica Feudi #YohjiYamamoto #PFW#AW18#Menswear #Fashion

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Dries Van Noten

Dries Van Noten continues his experimentation with patterns with an overdose of windowpane and plaid on strong silhouettes that fit the current cowboy middle America looks that were popularized by Raf Simons at CALVIN KLEIN 205W39NYC in 2017.

In juxtaposition to the orderly windowpane design Dries does what he does best with an explosion of colors that look like a psychedelic oil slick, combined with the drapery of the fabrics used creates an amazing collection.


Death To Tennis

Death to Tennis is a New York-based brand that is catching so attention this season, designing menswear for the active busy creative who needs to rely on their garments.

Their most recent runway show really garnered attention with its extremely fine tailoring and futuristic looks. A combination of classic basics with beautiful floral designs makes us think of Dries Van Noten.

Death to Tennis is a very different brand developing their own vibe, one way they are doing this is through fashion films that have a mini-narrative where the garments are apart of the characters.

We are looking forward to seeing what Death to Tennis has in store for A/W 19.

Palm Angels

Palm Angels are the current zeitgeist of streetwear. Regazzi started the brand we know and love so much in 2014 and since then it has been worn by just about everybody.

Their FW19 showed Francesco Ragazzi turning the Palm Angels volume to 11. Plaid tracksuits, short cowboy pants adorned with large Palm Angels pins.

Ragazzi is following the trend of midwestern inspired looks but with his streetwear, California/skateboard spin that Palm Angel is known for. He is definitely establishing himself as interesting designer combining high and low fashion.

High and low hybridization is the style now but Ragazzi though Palm Angels have created a collection for the Couture Cowboy that gives Vetements a run for its money.

How rap is making it okay for guys to talk about mental health

“Bro, this fucking sucks. I cannot believe it, he was blowing up bro.” These were the first words I heard mumbled through the hard 808’s that shook the room, as I made my way into one of my closest friend’s apartments.

“White Tee” by Lil Peep and Tracy was on full volume, as my homie Noah lifted his head encased with Backwood smoke and eyes welling up. He looked me right in the eyes and for the first time, I saw one of my big brothers hurting and not hiding it.

He never showed emotion like this and we always hid our depression/anxiety from each other even though we both knew our issues. We would hang out and laugh and laugh, but we would never cry or talk about why we wanted to cry.

With the music moving the room and my internal organs, I decided to sit down to experience the loss of one of the best up-and-coming artists.

I held back tears, just like Noah, as we sat without saying a word. The next song started playing, “Benz Truck” also by Lil Peep.

Lil’ Bo Peep with a brand new bitch

In the back of the club with the GothBoiClique

Iced out teeth on an iced out whip.

I was now laying down looking up at him gesturing me to take the blunt, and we started singing the lyrics though choked up voices. We had a moment of bereavement, we felt like we had lost a friend or role model.

Noah and I became closer after the passing of Peep, It brought us closer together because Lil Peep let us express our emotional tribulations to each other through the music. Being able to sing the lyrics that resonate so deeply brings people together.

Mental health is one of the many neglected aspects of the youth growing up in today’s Internet-fueled world. At this point, we all know about Kanye West’s battles with mental health and his recent lightning bolt contentment with his being bipolar.

He is embracing his pain.

With “I hate being bipolar, it’s awesome” scribbled on the ye cover, it’s obvious that West is trying to tap into the pain the youth of America is feeling in relation to their mental health. The chemically saturated, SoundCloud-listening, angry high schoolers look for relief from the pain.

No matter where it is coming from, people look for a way to numb it. Sadly, with the rise of sad SoundCloud music that has been popular with the new generation of teenage Americans, the main focus is on the coping mechanism, drugs.

We listen to music about smoking weed, sippin’ lean, popping pills, all while surrounded by the pain of growing up.

The late, great Fredo Santana said it himself in response to rapper Russ’s provocative commentary on drug abuse with a shirt that read, “How much Xans and Lean do you have to do before you realize you’re a fucking loser”. Fredo responded,

“Until I can stop thinking bout my dead homies and the trauma that I been thru in my life that’s when I’ll stop”.

With rappers actively being open about their self-medication and talking about their emotional issues headlines like ‘Future’s Drug Addiction is Killing Him & We Love It’ infuriates fans because it paints with a broad brush.

The subheading to that article doubles down by saying “The more Future raps about committing suicide by drugs, the more popular he gets,” which is insulting and accusatory to the fans who buy his records.

We understand and feel the pain Fredo and Future are talking about. Regardless of the drug abuse, the lyrics speak for so many who don’t have a voice and need this outlet of music about mental health/pain and addiction.

The flip side to this is that you are in an echo chamber of bad thoughts that keep you in a perpetual depression. In a study published in Frontiers in Psychology, Frontiers said,

“Listening to sad music and talking about sad things tended to make people feel more depressed after listening to music. This kind of group rumination was more common in younger people, and likely reflects the relative importance of both music and social relationships to younger people.”

Music has a social effect that might be contributing to the abuse of drugs and the destructive depressed behavior that we see in so many teenagers these days.

Billionaire Boys Club is dropping exclusive soccer fits for the summer

BBC ICECREAM is kicking it on the soccer field summer with this its latest NYC exclusive capsule inspired by the upcoming World Cup.

The collection features a number of athletic garments, including jerseys, goalie long sleeve shirts, and full sweat suits perfect for getting in that quick pick up game or just chilling.

Pieces are adorned with rainbow tie-dye patterns and various colorways of the “BBC OG” space camo graphics that are very BBC styles than any fan would adore.

The timing is perfect for this release, World Cup starts on 6/14 and this is the time to cop some dope soccer gear. According to their press release, you will be able to cop soon:

The BBC NYC Summer Exclusive Capsule will be made available physically at the NYC Flagship, located at 7 Mercer St. in SoHo, and on the U.S. website, on Tuesday, June 12th.

A quick glance at their Instagram and it’s clear that BBC ICECREAM has been working on their collections and developing their personal image much more.

With heavy embroidery and Egyptian designs, they are creating an almost Versace like branding where you know it’s BBC ICECREAM before asking.

Another thing BBC has been amazing at cultivating is interesting and meaningful collaborations like the Hebru Brantley x BBC x BAIT collaboration where they released limited statutes in many colorways.

BBC has many more collabs on their site which are all unique and shows their commitment to fashion culture as a whole — a very Pharrell way of running a brand.

Keep an eye out for more exclusive drops all summer long.

Do you know who is responsible for the current rise of anti-fashion?

The brand responsible for the current fashion zeitgeist is Enfants Riches Déprimés, which is French for “rich, depressed kids.” Founded in 2012 by Henri Alexander, it has become one of the most influential brands of the decade.

With the hyper-saturation of fast fashion infecting every facet of the industry, seeing a brand make garments so expensive and so exclusive that is unattainable seems like the worst idea ever. Right?

Well as it turns out those unfairly expensive garments with simple prints and brutal distressing are a reaction to over-branding and luxury fashion. Streetwear juxtaposed with couture, taking the techniques of couture and combining them with streetwear’s energetic nihilistic aesthetic.

How is Henri Alexander selling his clothing? With ERD being grudge and punk-inspired DIY look it’s hard to imagine how the garments could cost so much even if the designs are amazing.

Well ERD is not meant to be bought by anyone who cares about the cost. Celebrities, the rich, and the fashionable disgruntled kids of Calabasas are exactly who ERD is targeting.

Alexander grew up a wealthy boarding school student who loved punk and hated school, he reflects on his experiences in an interview with V Magazine where he said,

“The line is essentially a result of my conflict between punk influences and my entitled (wealthy bourgeoisie) upbringing and my views on it.”

The idea of selling garments to people like you makes for truly honest garments that resonate with audiences.

Alexander’s influence has made its way into other brands who have seen the success of his designs and found inspiration in the things that made ERD resonate with the disgruntled youth.

Paris 2018 photo par. @cameronmccool

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Vetements is the most popular brand that has taken the ERD vision and completely embodied the idea of taking streetwear and elevating it to the fashionable elite.

Taking oversized, awkwardly cut hoodies of super high-quality fabrics and putting the DHL logo on them with an $800 price tag. The price of the garment is hard to comprehend, but you are buying more than the garment when you spend that much.

“The price point is not only a marker of value but intrinsically part of the piece itself”, Alexander remarked in a 2015 interview with The Guardian.

He expanded on that thought later in the same interview, “No pieces are alike and everything is limited. I have no interest in making affordable pieces for the masses.”

With brands like Vetements doing so well following the price structure and anti-fashion mentality that ERD invented, it’s no surprise that the industry giants like Gucci, Louis Vuitton, and Balenciaga are doing the same thing.


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Vetements was founded by Demna Gvasalia in 2009 and has been a major project for him, since leaving Maison Margiela before starting Vetements.

Demna at the end of 2015 took the creative director role at the prestigious 99-year-old fashion house Balenciaga after the incredible Alexander Wang. With attractive sensual conservative silhouettes complemented by dark colors and abstract yet simple patterns.

Demna would be changing things up by bringing the Vetements anti-fashion to the major house in 2015, the world was not ready for what Demna would bring to Balenciaga.

He created mass hysteria that turned the industry on its head. Selling $1,250 shirts with another shirt sue on the collar, 5-inch crocs that cost $800, and the list goes on and on.

These pieces are posted on Instagram more than modern memes. Demna’s marketing though crazy design and fast trend based clothing is changing Balenciaga’s markets. They’ve seen sales increase 100% in certain areas.

There is no denying that the anti-fashion, elevated streetwear, new couture designs are changing the way we think about dressing. But is the style here to stay or is it a trend that, like so many others, will pass in 4 years?

Demna is here to stay and will continue to change brands around the world, as his mark has been burned into the fashion history books with Vetements. ERD will continue to make the clothing for the rich and depressed kids his brand is named after, and Henri Alexander’s influence on brands will be seen for seasons to come.

It’s a strange time for fashion lovers because of the very polarizing state of uncertainty that sets the fashion lover up for empty pockets and old, out-of-style garments.

As strange as it may seem, this is how the cyclical fashion industry works. Seasonal changes and an abundance of new clothing really shows the free market taste/trend-based purchasing habits that made Vetements popular, in turn creating this new trend!

Maison Margiela

How Maison Margiela became one of the most influential brands in fashion

Maison Margiela is one of the most renowned names in high-end luxury fashion with some of the most recognizable silhouettes in the fashion world.

With the ever popular replica pieces that re-imagine and break down staple designs and reimagine them for the current consumer.

“Reproduction of found garments of carrying sources and periods,” is written in a typewriter typeface on a label fastened to the garments with the type of garment being replicated, hence the name ‘Replica’ is given to these garments.

The ‘Replica’ collections take the notion of timeless pieces and rely on the principle that these pieces have already proven the test of time.

The idea was to design each garment so that they are as relevant for today as they will be tomorrow. With the popular ‘Replica Men’s Sports Shoes’ or more commonly known as the German Army Trainer, or GAT is a staple in the Maison Margiela timeline.

This sneaker has a story that is almost cooler than Martin Margiela. The German military needed trainers for their aspiring soldiers to wear during boot camp, they went to the two most popular sneaker manufacturers Adidas and Puma to see who made the better shoe for the job.

Both ended up making loads of shoes and both accused the other of stealing the design we know and love with contrasting lambskin and calf upper with a raw gum sole.

Maison Margiela planted the seed in the mind of many during his first fashion show in 1989 just after the age of color had become stagnate.

The 1980s were an age where designers had almost no limitations and created in the gluttony of color of popular brands like Versace making a name for themselves by creating amazingly intricate and loud designs on silk shirts and full-length shoulderless dresses.

The Red List

These garments reflected a world of glitz and glamor that was just not a true projection of the real world, what was happening at home was not happening on the runway and people got bored/tired of seeing a dream.

The 1990s were home to Anti-Fashion, a dystopian, dark, sinister development that sprung out of youth counter techno and grudge culture creating nihilistic cigarette kids who needed their own brands to represent themselves.

Just as the punks had Malcolm Mclaren and Vivienne Westwood, the techno kids had Raf Simons, Martin Margiela, and Yohji Yamamoto.

Clothing created using dark fabrics with asymmetrical cuts and distressed details was a reaction to the overdose of vivid colors that had taken fashion hostage.

Martin graduated from the Royal Academy of Fine Arts Antwerp a year before the ever popular Antwerp 6 and wanted to work for Jean Paul Gaultier.

He was told by Gaultier that he could design on his own and did not need to be an assistant but Margiela wanted to learn how the industry worked, how to run the business of a fashion house. According to Gaultier, Martin was the best assistant he had ever hired.


Martin’s first show spring 1990 collection sent fashion shows into the mainstream with children cast by Anna Wintour to “walk” with the models who were adorned with recycled materials and crazy silhouettes never seen before but with a level of craftsmanship that caught the eyes of industry heavyweights.

That show created ripples in the fashion world that we still feel today, with Walter Van Beirendonck taking Raf Simons to that Margiela show in turn changing the world of fashion forever, “as a student I always thought that fashion was a bit superficial all glitz and glamour but this show changed everything for me I walked out of it and I thought that’s what I’m gonna do.”

Influencing one of menswear most important designer to switch paths and reconsider his perception of fashion and start creating his own garments is already a great start with your first runway show.

For Martin Margiela this would just be the start of an incredibly influential career in fashion, he would go on to make consumers rethink what it meant to design/create a product with meaning. Margiela would separate himself from the clothing and fell into anonymity, letting his clothing speak for itself.

Martin Margiela against his own beliefs of separating the designer from the clothing has gone on to become one of the fashion greats reigning from 1988 to 2009, he stays in our heads as one of the best designers to ever influence fashion.