As a riff off Justin Bieber and Drake’s merchandise pop-up shops, Lefty the Glove (me) designed a line of apparel after dropping the most fire mixtape of 2016. The fluid relationship between fashion, music and social influence has made it possible for artists like Kanye West to secure a deal with Adidas and dominate culture with his YZY SZN collection. I envisioned a similar narrative for Lefty when creating CHZY SZN.
Comprised of an all-black sweatsuit, "dad hat" and 2 graphic tees, the merch line taps in to the norm-core trend. After designing and producing a limited collection, I directed a Lookbook-esque photoshoot to model the apparel. Photos were shared via @Helper and followers instantly fell in love: