YG wants to make his 4 Hunnid Clothing line more than a collection of merchandise.
The Compton rapper, who will open for Kendrick Lamar this summer on the second leg of his “Damn” tour, wants to create a unisex lifestyle collection, and for summer he’s worked with Gavin Mathíeu, 4 Hunnid’s creative director, to revamp the line.
“People always thought of 4 Hunnid as merch, so we want to present it in a different way for people to perceive it differently,” said Mathíeu. “We really want to create a fashion brand.”
A look from the 4 Hunnid spring collection.
YG started 4 Hunnid, which is also the name of his record label under Interscope, in February 2016. Initially the focus was on graphic T-shirts and hoodies — they did a test run with Zumiez that did so well the retailer released it in 400 doors.
YG and Mathíeu aren’t abandoning their core, but they are presenting a more varied line that includes plaid trousers, jackets, sweatshirts, T-shirts, hats and other lifestyle accessories, and styling it in a different way. For a shoot that was styled by Brookelyn Styles, who also styled the 4Hunnid lookbook, YG incorporated his line with pieces from Vivienne Westwood and
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