Shayne Tino Dives Into A$AP Rocky's New Brand AWGE

Introducing Fashion Corner: with Shayne Tino - where Shayne takes Remix readers along with him on his travels across Europe over the next few months, highlighting sartorial style and unique travel content as an honorary guest editor.

Next up: Paris Fashion Week. 

A new era of A$AP Rocky, with brand AWGE’s debut.

Aptly known as the “fashion killa” for over a decade, A$AP has graced the campaigns of many high-end houses - from Gucci to Dior and Bottega Veneta. He has dabbled in collaborations (my favourite was his Raf Simons collab) and merch - with AWGE starting out as a merch brand. Fast-forward to now: his much anticipated ‘secret’ show was the talk of Paris Fashion Week.

The evolution of AWGE

A$AP Mob was an iconic rap group that led the underground hip-hop and fashion scene, always in the thick of what’s up next and cool. AWGE initially started as the Mob’s creative agency, leading to various projects and merch drops. The denim drop released earlier this year was a turning point for the brand, retailing at $250-700 USD and sold out in seconds.

This evolution has no doubt been enhanced by his relationship with business mogul Rihanna, who sat front-row recording the show on her iPhone. A$AP’s show was the talk of Paris - from the pre-show whispers about what he would do, to afterwards stealing the media’s attention over typically dominating shows like Louis Vuitton.

A$AP Rocky: AMERICAN SABOTAGE

Described as ‘political satire’, the debut collection is avant garde meets riot (with a touch of homelessness). Margiela and Demna’s Vetements are obvious inspirations, with a hint of modern Balenciaga. Phrases like "Don't Be Dumb" and "POLITICAL SATIRE" are woven throughout the collection. The style is described as thrifted high fashion, with pieces like saggy jeans, triple-waistline pants, and lazy sweatpants paired with grunge plaid shirts.

HERO PIECE

The bomber jacket, emblazoned with ‘political satire’. A$AP donned one himself, as well as multiple runway models. 

Notable guests included long-time collaborators Rick Owens and Michèle Lamy, Pharell, JW Anderson and Alexandre Arnault. If A$AP can produce a commercially attractive product, it’ll only be a matter of time until the likes of LVMH or Kering approach him to ink a deal. Are A$AP and Rihanna the new Kim and Kanye? Time will tell. 

IMAGERY BY AWGE
C/O Joshua Jamal, Bede Marchand and Coucou Bebe