Lil Wayne has now added "creative director" to his ever-growing status as a hip-hop hyphenate with TRUKFIT a newly launched contemporary streetwear brand.
An acronym for “The Reason You Kill For It,” TRUKFIT is inspired by Wayne’s childhood experiences in the Magnolia Projects of New Orleans, where, as a kid, he would snag gear from the back of a clothing booster truck (i.e. imposter clothes). When people would spot these knockoff duds, they’d often say, “You got on the truck fit." Wayne hopes to flip that negative memory into a positive with his new line and, thus, change the connotation of the word.
An acronym for “The Reason You Kill For It,” TRUKFIT is inspired by Wayne’s childhood experiences in the Magnolia Projects of New Orleans, where, as a kid, he would snag gear from the back of a clothing booster truck (i.e. imposter clothes). When people would spot these knockoff duds, they’d often say, “You got on the truck fit." Wayne hopes to flip that negative memory into a positive with his new line and, thus, change the connotation of the word.
TRUKFIT is aesthetically rooted in skater culture, and every piece of the collection is something Lil Wayne — an avid skater himself — would conceivably wear. Colorful fitted hats with a skateboarder avatar or tees emblazoned with messages like “Martians Truk The Wurl” and “Fear None/RSPCT Few” are the line’s current staples, but plans to expand into other apparel and accessories are on the horizon.
Wayne’s artistic process as creative director, much like his rapping, is more freestyle than traditional, and he hatches ideas at will. His stylist, Marisa Flores, says that the rapper’s tastes aren’t inspired by typical trends but rather what’s going on in the streets around the world: “I feel like he just gets ideas and tells us about them!” Flores herself worked with skate brands prior to styling Wayne and introduced him to many of the definitive looks (tighter fits, hoodies, skate shoes) some three years ago, which he quickly embraced and then helped to popularize among other rappers.
TRUKFIT tees are priced reasonably around $32, and hats are $28. Brand Executive Mike Morris stresses that democratizing the line was important to Wayne. “He wanted to have a line that everyone could afford. He didn’t want to out-price the product.”
TRUKFIT will be sold at Zumiez stores, Zumiez.com and Karmaloop.com starting early February. Expect to see plenty of Wayne’s heavy-hitter friends from the worlds of music, sports and general celebrity rocking TRUKFIT in the coming year. The brand already plans to have presence at the upcoming Grammy Awards and the NBA All-Star Weekend Players Ball. Says Morris, “You’ll see it on everyone pretty soon.”
You Can Buy Trukfit T-Shirt From The Below Link:
http://www.zumiez.com/brands/trukfit.html
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