a$ap rocky and mercedes-benz collaborate for a 90s-inspired fashion collection

the first phase

on march 17th, american rapper and record producer a$ap rocky posted a preview video of his collaboration with mercedes-benz and AWGE on his instagram with the caption ‘pha$e 1 mercedes-benz x AWGE’ followed by three fire emojis. the 16-second video overviews the new collection of the rapper with the car brand, a set of fashion merchandise inspired by the 90s.

the apparel and accessories marry the streetwear style with the famed logo of the car manufacturer. a black and white cozy pullover features long sleeves, a drawstring hood, a kangaroo pocket, and custom mercedes-benz graphics on the front, back, and sleeve, while the ‘snapback hat’ features a flat brim with mercedes-benz embroidery and an adjustable snapback closure. a$ap rocky grew up in the 90s and found no reason why he should not draw his influences of the designs from the era. the results mark the re-appearance of the fuzzy-graphic video games during the period.

images courtesy of a$ap rocky

never reveal what AWGE means

visiting AWGE’s website, one may want to know what the brand stands for, yet they have set their rules that let their audience know how to learn what they do. ‘rules: #1 never reveal what AWGE means. #2 when in doubt, always refer to rule #1.’ founded by the american rapper himself, his creative agency has carved a path for the rap artist to toy with his creative ideas through collaborations and, at this point, fashion. to add more buzz and nostalgia into the collection, viewers may play a video game on AWGE’s website as a testament to the old, low-quality-graphic video games.

a$ap rocky and his hoodie in the collection

growing relationship

‘pacsun’ is selling the merchandise, the platform a$ap rocky felt was just right to collaborate with in terms of distribution. his relationship with mercedes-benz pivots back to their commercial project in 2016, and since then, their ties have grown as seen in the new collection.

a$ap rocky and mercedes-benz collaborate for a 90s-inspired fashion collection