Apparel Brands Cozy Up to Artists
Three Deals Announced in Recent Weeks
First up, rapper Nas has announced a one-year partnership with Fila whereby the apparel company will offer financial support for his upcoming tour as well as the print and TV campaign for his new album, out July 15. In return, he will wear Fila products and co-create an apparel line that draws from fashions of the late '80s.
At the same time, Soulja Boy has signed a multi-year sneaker and apparel contract with Yums Shoes, which is fast becoming a major force in urban streetwear. There will apparently be an exclusive Soulja Boy-designed range, and the rapper will appear in both television and print advertising for the line as well as five webisodes that will run across the Yums and Soulja Boy websites. Soulja Boy will also be teaming up with graffiti artist and designer Tex to promote his own signature Yums "Block Star" sneakers as well as an apparel line.
Finally, although there aren't very many details yet, Kanye West told Women's Wear Daily that he's working on a men's shoe line with Louis Vuitton. While attending an LV show in Paris recently, he also told the Guardian: "I'm here for Louis. I grew up with the Louis look, you know. I just love the style." He's also expected to unveil his own women's clothing line, independently, this fall. If Carlton Banks in drag is your thing, stay tuned ...
Thanks for the tip, Sasha!