Another example of music dictating fashion, Kendrick Lamar’s video and popular Drake diss “Not Like Us” put the spotlight on rising Los Angeles brands Willy Chavarria and Ghetto Rodeo.
Kendrick Lamar’s “Not Like Us” video puts the spotlight on LA streetwear brands.
The video, directed by Kendrick and life-long friend Dave Free, features cameos from community members, celebrities and professional athletes, while guiding us through the city of Compton.
Throughout the video Kendrick sports a white Bad Boy track jacket from Willy Chavarria, a Mexican/Irish designer recently featured in Elle for dressing stars like Bad Bunny and Venus Williams.
Since appearing in the video, the $900US jacket has sold out from the brands official site.
In another scene, Kendrick dances in front of Compton City Hall rocking a distresses black cap from Ghetto Rodeo, a Chicano street culture brand founded in 2021 by Brian Saucedo in honour of his older brother who passed away.
Since the co-sign on July 4th, both brands have experienced a surge in their social followings, media mentions and sales.
Coming from Toronto, some people have expected some hostility in this post, or an in-depth explanation of why Drake is winning the beef, but this about how rap music continuously influences mainstream fashion.
It’s nothing new. The link between rap music and brand success goes back further than EPMD and adidas. From luxury fashion to rap inspired potato chips the genre has been tapped to sell just about everything.
It works for the same reasons PR and influencer marketing does, the social proof.
