Back in 2017, A$AP Rocky Starred a campaign by Mercedes-Benz where he describes as coming up in Harlem, knowing that music is his destiny—a constant beat pounding in his chest. Slogan? “Grow up. Got a job.”
Suffice it to say, Rocky has done both of those things since then, and then a few things — and he’s got even more stuff on board. This week, he announced a new partnership between Mercedes and his creative agency, AWGE, on a gender-neutral collection of revamped streetwear and lifestyle designs. again. This summer, he will be participating in festivals again. Oh, him and his girlfriend Rihanna are expecting their first child. As Rocky told me, speaking from New York on Tuesday, “God, I couldn’t be happier.”
For the capsule partnership, Rocky and his team wanted to play about the cultural significance of the Mercedes-Benz logo in hip-hop and New York fashion. Indeed, logomania was born in Harlem in the 80s by Dapper Dan, the legendary designer who produced his signature luxury label “fakes” out of his tailor shop on 125th Street, which in turn inspired fashion’s monogram obsession with ours. known. Not to mention Rocky, born Rakim Mayers and his older sister, Erika B. Mayers, named after New York DJ/MC duo Eric B. & Rakim, beloved not only for their music but also for their music. both their top hip-hop. – golden age uniforms with jackets emblazoned with the Dapper Dan logo and a chain of icy Mercedes stars. Growing up, “we would go to 125th Street or downtown, and you would always find trophy Mercedes-Benz emblems and other things,” says Rocky. “It correlates with my life in many ways.”
